Service branding: suggesting an interactive model of service brand development

Abstract

Purpose

The purpose of this paper is to suggest an interactive model of service brand development.

Design/methodology/approach

The design employed in the research represents a holistic and systemic approach to services branding and the methodology employed is conceptual desk research.

Findings

The research findings encompass an interactive model of service brand components grounded on a systemic perspective. By building on services brand theory, three key actors constitute the components of the model, namely service leadership, service employees and customers. The findings also state how successful service branding may be obtained at the level of the individual service enterprise.

Practical implications

The paper outlines a set of practical implications. For example, successful service brand development is obtained through a high degree of service orientation, customer involvement, an involvement model of service leadership and a motivated, committed and empowered workforce, particularly those employees at the frontline.

Originality/value

The originality and value of the research rests on using systemic thinking in the development of an interactive model of services brand development

Citation

Skaalsvik, H. and Olsen, B. (2014), "Service branding: suggesting an interactive model of service brand development", Kybernetes, Vol. 43 No. 8, pp. 1209-1223. https://doi.org/10.1108/K-12-2013-0274