Impact of value-adding services on quality, loyalty and brand equity in the brewing industry

Abstract

PurposeThe purpose of this research is to investigate the impact of logistics value-adding services and perceived service quality on brand equity among B2B customers of a brewery company. Design/methodology/approachA theoretical model is developed and tested using survey data from 173 hotel, restaurant and catering industry customers of a brewery company in Finland. FindingsValue-adding services play an important role in building the brewery company's brand equity through perceived service quality. Besides a direct impact on overall service quality, an indirect impact is detected through the operational dimension of service quality in logistics. Research limitations/implications (if applicable)A broader data set would be needed to generalize the findings also beyond the brewery business and the hotel, restaurant and catering industry customers in Finland. Practical implications (if applicable)To increase brand equity, value adding services like logistics can play an important role for B2B customers. This study is important for practitioners as well as academics since there has been little quantitative research available regarding value adding services in the context of service quality and brand equity research. Social implications (if applicable) - Original/valueThis paper combines logistics as value adding service to customers' willingness to pay extra profits in order to cooperate with service producer.

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