University of Oulu

Jari Juga, Jouni Juntunen, Mikko Paananen, (2018) "Impact of value-adding services on quality, loyalty and brand equity in the brewing industry", International Journal of Quality and Service Sciences, Vol. 10 Issue: 1, pp.61-71,

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

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Author: Juga, Jari1; Juntunen, Jouni1; Paananen, Mikko2
Organizations: 1University of Oulu/ Oulu Business School, Department of Marketing, P.O. Box 4600, FI-90014 University of Oulu, Finland
2Bank OP Poppia, Riistakatu 7, 74100 Iisalmi, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.1 MB)
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Language: English
Published: Emerald, 2018
Publish Date: 2018-03-14


Purpose The purpose of this paper 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/approach A theoretical model is developed and tested using survey data from 173 hotel, restaurant and catering (HoReCa) industry customers of a brewery company in Finland.

Findings Value-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 A broader data set would be needed to generalize the findings also beyond the brewery business and the HoReCa industry customers in Finland.

Practical implications To increase brand equity, value-adding services like logistics can play an important role for B2B customers. This study is important for practitioners and academics, as there has been little quantitative research available regarding value-adding services in the context of service quality and brand equity research.

Originality/value This paper combines logistics as value-adding service to customers’ willingness to pay extra profits to cooperate with service producer.

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Series: International journal of quality and service sciences
ISSN: 1756-669X
ISSN-E: 1756-6703
ISSN-L: 1756-669X
Volume: 10
Issue: 1
Pages: 61 - 71
DOI: 10.1108/IJQSS-10-2016-0071
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © Emerald Publishing Limited 2018 Published by Emerald Publishing Limited. Published in this repository with the kind permission of the publisher.