Brand equity management for luxury food products based on the customer service strategy

Abstract

This study aims to analyze the brand equity management for luxury food products based on the customer service strategy. The literature review is delivered to launch the foundation of the service strategic analysis. The importance of the customer service strategy is enlightened to analyze the brand equity of luxury food products. The Kotler mode was adopted to establish the brand equity management system to investigate the customer service strategy. Then, the famous luxury food products brand, Chinese caterpillar fungus, was selected as the research object to analyze the problems in current relationship between the brand equity and the customer service. The analysis results show that the problems derive from the complicated external environment and mistakes in the internal management and the customer relationship management could improve the relationship between the customers and the corporations. Based on the model in this study, some suggestions are given to the problems in the customer service management.