The Relationship between Service Innovation and Brand Equity – Case study on Tokyo Fashion

• Main Authors: Yu-Chieh Pan, 潘語婕
• Other Authors: Dr. Trang-Yu Yeh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/79809193825299679307

碩士 === 健行科技大學 === 經營管理研究所 === 101 === The service sector comprises roughly 70 percent of the gross domestic product of developed nations and employs more people worldwide than either agriculture or manufacturing. Nowadays, all kinds of companies are more and more reliant on service-based business. Consumers to pay much attention on service quality, and Service Innovation become the most key point of consumers to pick and make purchase. “Brand” is one of the most ability of the competition process in the organization, and Brand is the most important intangible assets in the organization. We’ll know the Brand Equity is important from the Ministry of Economic Affairs, R.O.C. pushing the Branding plan in recently years. Almost traders provide product and service and more kinds of sales channel fellow up the internet envelop. The purpose of the study is research the relationship between Service Innovation and Brand Equity in case study on Tokyo Fashion. Though the Innovation ability and Service Innovation and Brand strategic to conclude the origin of Tokyo Fashion’s Brand Equity and relationship between of the three factors . The results of the study summarize as follows: 1. Tokyo Fashion’s service innovations as below: 1) Innovation of customer relationship: 0800 special line for customer and for free. 2) Innovation of finance flow: Customers may pay use credit card on line. 3) Innovation of finance flow and conveyance flow at the same time: Delivery the products by express and customers may get products at convenience store. 4) Innovation of information flow: Create the purchase system only for Tokyo Fashion. 5) Innovation of conveyance flow: Customers may receive products within 7 days after complete order process. 2. Tokyo Fashion has well ability of innovation more than other brands on the internet market and Tokyo Fashion provide Service Innovation better than other brands. 3. The increase of Service Innovation and Brand Equity, for example: customers may pick their product at convenience store and service line for free and pay with credit card on line and delivery the products with 24 hours. The negative influence of Service Innovation and Brand Equity, for example: the system made of trader and own their self. 4. Service Innovation to achieve remarkable success and Tokyo Fashion’s brand strategic is providing excellent services to customers. 5. The increase of provide excellent Service and Brand Equity in the organization of Tokyo Fashion.