Does the Sound Name Win the Game? -Exploring the role of service brand preference in explaining perceived value, satisfaction and customer loyalty in Japan and China-

This present study aims to compare how service brand preference influence service perceived value, customer satisfaction and loyalty in different countries—Japan and China. Moreover, this study purposes to explore whether countries’ image affect service brand preference of customer. Two customer surveys which were practiced in Japan and China were conducted to examine moderation hypotheses, which were analyzed by factor analysis and covariance structure analysis. The results show that service brand preference plays more significant role for Chinese customers than Japanese customers. Furthermore, countries’ image also affects customers’ service brand preference in both Japan and China. Keyword Japan, China, Brand Preference, Perceived Value, Satisfaction, Loyalty, Covariance Structure Analysis