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Brand equity as a determinant of customer cooperation growth in the road freight transport industry

Świtała Marcin, Łukasiewicz Agnieszka

Transport Problems

2021

T. 16, z. 3

53--63

This article presents the results of a survey that was carried out among companies commissioning cargo handling on the national transport services market. The aim of this study was to determine the relationship between brand awareness, image and brand equity in terms of companies specializing in road freight transport. The relations between brand equity and the process of handling transport orders were also evaluated. Specific hypotheses about significant dependencies between the parameters referred to above were formulated and were then verified by performing a quantitative data analysis, relying on Spearman’s rank correlation coefficient and the chi-square test of independence. A statistically significant correlation between brand image and equity, on the one hand, and between brand awareness and image, on the other, has been identified based on the survey. The research confirms the importance of brand equity in the development of business operations, mainly due to the existence of significant and statistically important dependencies between brand equity and customer cooperation-related parameters that have been observed in the three types of relationships under analysis.

System jakości stosowany w IPS "TABOR" i kompetencje techniczne gwarancją utrzymania wiarygodności współpracy z klientami

Tarczewski R.

Pojazdy Szynowe

2007

Nr 2

37-44

W artykule przedstawiono zakres i tematykę prac Instytutu oraz scharakteryzowano klientów i ich oczekiwania. Omówiono występujące problemy i wymagania w aspekcie jakości prac badawczo-rozwojowych. Przedstawiono strukturę zintegrowanego systemu jakości obejmującego kompleksowo działalność Instytutu i pozwalającą realizować Politykę Jakości Instytutu między innymi w zakresie oczekiwań i zadowolenia klienta.

In this article the range and the subject matter of the works of Institute are presented and the customers and their expectations are characterized. The existing problems and the requirements in the face of the quality of the research-development works are discussed. The structure of the integrated system of the quality including the activity of the Institute on a broad basis and allowing to realize the Quality Policy of Institute among others in the range of expectations and satisfaction of the customer is presented.