GB/T 29186.5-2021 Brand value factor evaluation Part 5: Service factors
Some standard content:
ICS 03.140
National Standard of the People's Republic of China
GB/T 29186.5—2021
Replaces G3/T31042—2014
Evaluation of brand value elements-Part 5: Service elementsPublished on April 30, 2021
State Administration for Market Regulation
National Administration of Standardization
Implementation on November 1, 2021
GB/T29186.5—2021
Normative references
3 Terms and definitions
4 Basic requirements
5 Evaluation index system
6 Index measurement
7 Result calculation| |tt||Appendix A (Informative Appendix) Example of Evaluation Indicators for Brand Value Service Elements -rrKaeerKa-
GB/T29186 "Evaluation of Brand Value Elements" is divided into 6 parts: Part 1: General Principles:
——Part 2: Tangible Elements;
——Part 3: Quality Elements:
——Part 1: Innovation Elements:
Part 5: Service Requirements;
Part 6: Intangible Elements.
This part is Part 5 of GB/T29186
This part is drafted in accordance with the rules given in GB/T1.1-—2009. GB/T 29186.5—2021
This part replaces (G13/T31042—2011 "Brand Value Service Evaluation Requirements" and is compared with (G13/T31012—2011. In addition to editorial modifications, the main technical changes are as follows:
a) Modify the standard structure: In order to facilitate use, the standard structure is revised into eight parts: specification, normative reference documents, terms and definitions, basic requirements, evaluation index system, index measurement, result calculation and Appendix A, and is consistent with the other parts of this standard. b) Update the term "service"; Delete the terms "responsiveness" and "reliability" and use them as subordinate indicators of service results; Delete the terms "safety" and "traceability" and move their contents to GB/T29186.3; Add the terms "service capability", "service supply", "service results", "customer" and "organization"; c) Modify the content of "overall requirements" to "basic requirements"; d) Modify the content of "evaluation elements" to "evaluation indicator system", The composition of the evaluation index system of brand value service elements is given; "Indicator measurement" is added, and guidance is given on the names of specific indicators, indicator descriptions, indicator measurement examples and possible data sources: e) "Evaluation method" is revised into "result measurement": g) An appendix is added to give examples of brand value service element evaluation. This part is proposed and submitted by the National Technical Committee for Brand Evaluation Standardization (SAC/TC532). Drafting units of this part: China National Institute of Standardization, China Brand Construction Promotion Association, China Quality Certification Center, Zhongbiao Hexin (Beijing) Certification Co., Ltd., Shanghai Quality and Standardization Research Institute, Shenzhen Standard Beach Technology Research Institute, Infinitus (China) Co., Ltd., Beijing Donglingdao Intellectual Property Service Co., Ltd., Yaohui Gu Kaizhi Wine Co., Ltd.: The main drafters of this part: Duan, Kou Anran, Zeng Guangfeng, Li Kewei, Kang Jian, Wu Fang, Wang Lizhi, Jia Zhu, Yang Zhihua, Wang Zi, Liu Fengsong, Sun Hongmei, Hao Ganke, Tu Lili, Zhang Chaoli, Ji Tao, Liu Xue The previous versions of the standards replaced by this part are: GB/T 310422014.
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1 Scope
GB/T29186.5—2021
Brand value element evaluation
Part 5: Service elements
This part of GB/T 29186 defines the basic requirements for the evaluation of brand value service elements, the evaluation index system, index measurement, and result calculation.
This part is applicable to all types of entities carrying out brand value element evaluation, brand evaluation and brand management activities: 2 Normative references
The following documents are essential for the application of this document: All dated references For documents, only the dated version applies to this document. For any undated referenced document, its latest version (including all amendments) applies to this document GB/T19000-2016 Quality Management System Fundamentals and Vocabulary GB/T246-202009 Guidelines for the Development of Service Standards Considering Consumer Demand GB/T282-22 General Rules for the Preparation of Service Standards
G3/T29185 Brand Value Terminology
GB/T29186.1 Brand Value Evaluation Part 1: General GB/T36733-2018 General Rules for Service Quality Evaluation IS020671:2019 Brand Evaluation Principles and Foundations (Brandevaluation-Principles and Foundations 3 Terms and definitions
GB/T 19000-2016, GB/T 24620-2009, GB/T 29185, GB/T 29186.1, GB/T 36733-2018, ISO 20671:2019 and the following terms and definitions apply to this document: For ease of use, some terms and definitions in GB/T 19000-2016 are repeated below. 3.1
Service service
Output of an organization in which at least one activity must be carried out between the organization (3.6) and the customer (3.5) Note 1: Usually, the main requirement of a service is a form of service. Note 2: Usually, a service involves activities that are in contact with the customer. In addition to ensuring that the customer's requirements are met in order to provide the service, it may also include establishing an ongoing relationship with the customer, such as a bank, an accounting firm, or other public organizations (such as a school or hospital). Note 3 to entry: The provision of services may involve, for example: activities performed on tangible products provided by customers (e.g. a car that needs repairs). Activities performed on intangible products provided by customers (e.g. a profit and loss statement required to prepare a tax return). The delivery of intangible products (e.g. the provision of information for knowledge transfer). Creating an atmosphere for customers (e.g. in hotels and restaurants). Note 4 to entry: Usually, services involve customer experience.
[(G13/T19000—2016, definition 3.7.7]1
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GB/T29186.5—2021
servicecapacity
Service capability
The degree and level of planning, coordinating, managing and using service resources 3.3
Service supply
Service supply
Matching the enterprise value chain with customer needs through service activities 3.4
Service results
service result
After the service activity, consumers’ comprehensive evaluation of the enterprise’s service capabilities and service provision process Note: Usually, SERVQUAL theory is used to conduct evaluation from five aspects: tangibility, reliability, responsiveness, assurance and empathy. 3.5
customer
Individual or organization (3.6) who can or actually accept the product or service (3.1) provided to them or provided according to their requirements. Examples: consumer, client, end user, retailer, recipient of the product or service of the internal process, beneficiary and purchaser. Note: Customers can be internal or external to the organization. LGB/T19000—2016, definition 3.2.4
Organization
To achieve the monthly objectives, it is composed of responsibilities, authorities and five relationships. A person or group of people who have the function of fulfilling a personal function. Note: The concept of organization includes, but is not limited to, agents, companies, groups, firms, enterprises, institutions, administrative agencies, joint ventures, associations, charities or research institutions, or parts or combinations of the above organizations, whether they are legal entities, public or private. [G13/T[90002016, definition 8.2.1-
4 Basic requirements
When evaluating the brand value service elements, the general principles and evaluation procedures specified in (G3/T29186.1) should be followed. When constructing the evaluation index system, obtaining evaluation data, calculating the evaluation results, and issuing the evaluation report, the requirements of (G[3/T29186.1) should be followed; the personnel implementing the evaluation should have the ability requirements set forth in GB/T29186.1. 5 Evaluation index system
5.1 Overview
When evaluating the brand value service elements, it can be carried out from the aspects of service capability, service supply and service results. 5.2 Index system composition
The brand value service evaluation index system is shown in Figure! . 2
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6 Index measurement
Service flow
6.1 Service capability
Service capability
Service commitment#
Service innovation!
Service elements
Service supply
Service dishes#
Brand value service element evaluation index systemService results
GB/T 29186.5—2021
Service capability can be evaluated from four aspects: service process capability, service commitment, service innovation capability and service interface fit. The evaluation indicators are shown in Table 1.
Service capability evaluation indicators
Indicator name
Service process capability
Service commitment
Service innovation capability
Service interface fit
Indicator description
Service process proceduralization, service behavior
Standardization, service result standardization
It is the service quality that the service organization promises to consumers
The ability to develop and innovate services, including daily service items. , innovation in delivery methods and delivery processes, etc., direct communication between customers and service elements, working interaction between various functional subjects in the service system, indicator measurement examples, service system: information system: behavioral norms, whether there is a service commitment: effectiveness of service commitment: whether there is a service recovery mechanism: effectiveness of service recovery mechanism Innovative content:
Innovative model:
Innovative service technology
Missing service interface;
Remaining service contact
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Possible data sources and requirements
Establishment and operation of service system provided by enterprises and relevant explanations;
·Service register:
·Service information system;
Service performance evaluation results;
·Financial statements;
|·Internal training records;
Customer complaints;
Product packaging:
Instructions:
Internal management system:
Social responsibility report:
Online data evaluation:
·Advertising media, etc.
List of services provided by the enterprise and related
instructions;
Enterprise marketing materials:
Enterprise provides relevant instructions:
Expert review:
Customer survey;
GB/T 29186.5—2021
6.2 Service supply
Service supply can be evaluated from four aspects: service personnel, service facilities, service environment and service channels. The evaluation indicators are shown in Table 2.
Indicator name
Service personnel
Service equipment and facilities
Service environment
Service channels
6.3 Service results
Indicator description
Service supply evaluation indicators
Indicator measurement example
Employment qualification:
Professional skills:
Services that guarantee the realization of the service process
The ability of personnel to continuously promote the provision of services
Facilities that guarantee the realization of the service process
Configuration and continuous optimization of facilities
Ensure the scene
and atmosphere
Ensure that the service process is realized
Channels and methods to ensure that services can be obtained by customers in a timely manner
Professional capacity building:
Ratio of service personnel:
Employee turnover rate
The situation in which equipment and facilities meet the service
requirements;
The convenience of using equipment and facilities and the configuration of barrier-free facilities and equipment:
Safety management of equipment and facilities
The situation in which the service environment meets the service needs. Such as space configuration, environmental hygiene, design atmosphere, etc.; Maintenance and management of service environment Channel diversity: Channel adaptability: Channel maintenance and management Possible data sources and requirements Enterprises provide relevant instructions: · Enterprise training records; Questionnaire survey: Mystery shopper training: Network data evaluation: · Others Enterprises provide relevant instructions =Relevant materials;
Customer survey:
Expert scoring:
Online data evaluation:
Enterprise provides relevant materials:
Customer survey:Www.bzxZ.net
Expert scoring:
Mysterious customer training:
Online data evaluation;
Enterprise provides relevant materials;
Online data evaluation:
·H
Service results can be evaluated through five aspects: tangibility, reliability, responsiveness, assurance and empathy. The evaluation indicators are shown in Table 3.
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Indicator name
Service tangibility
Service reliability
Service responsiveness
Service assurance
Service empathy
Indicator description
Table 3 Service result evaluation indicators
Indicator measurement example
Modernization of service facilities:
Customer evaluation of the performance of service carriers
Customer evaluation of the results of service promise fulfillment
Customer evaluation of the service provider's service willingness and the convenience of service acquisition
Customer evaluation of the service carrier's service
Process capability of the service
Customer evaluation of the ability to serve personalized needs
Staff T Service standardization (with||t t||decoration, service mode):
attractiveness of service
listening to service (customer's understanding of service content, process,
risk price):
accuracy of service provision:
traceability of service provision;
measures to prevent service errors
service response time:
convenience of service acquisition;
service emergency plan and handling
competence of service personnel (professionalism, skill, politeness,
communication);
regarding risks and privacy in service
giving priority to customer interests:
understanding customer needs:
providing customized services
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GB/T 29186.5—2021
Possible data sources and requirements
·Customer surveys, including relevant surveys conducted by the enterprise itself and first-party evaluations commissioned and outsourced, such as customer satisfaction surveys:
·Mysterious customer visits;
Online data evaluation:
·Other
Customer surveys, including relevant surveys conducted by the enterprise itself and third-party evaluations commissioned and outsourced, such as customer satisfaction surveys:
Mysterious customer visits:
Online data evaluation:
Customer surveys·Including relevant surveys conducted by the enterprise itself and third-party evaluations commissioned and outsourced |tt||'s first-party evaluation, such as customer satisfaction survey:
mysterious customer interview;
network data evaluation:
· Other
customer surveys, including related surveys conducted by the enterprise itself and third-party evaluations commissioned and outsourced, such as customer satisfaction survey;
mysterious customer interview:
network data evaluation:
customer surveys· including related surveys conducted by the enterprise itself and third-party evaluations commissioned and outsourced, such as customer satisfaction survey:
mysterious customer interview;
network data evaluation:
GB/T29186.5—2021
7 Result calculation
The evaluation value of service factor (K) is calculated according to the first-level indicators of service capability (K,), service supply (K,) and service result (K:). It is calculated according to formula (1):
Where:
Service factor evaluation value;
The evaluation value of the first-level indicator;
The influence weight of the first-level indicator on the service factor. When there are subordinate indicators under the K, indicator, its evaluation value is calculated according to formula (2):K,=
2K, XW,G=l,2...n)
Where:
The evaluation value of the first-level indicator:
The evaluation value of the second-level indicator under the first-level indicator; The influence weight of the second-level indicator under the first-level indicator on K: Brand valuation service factor evaluation indicator examples are shown in Appendix A. 6
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++++++++++++++++++++++++++++++(2 Appendix A
(Informative Appendix)
Examples of Evaluation Indicators for Brand Value Service Elements GB/T 29186.5—2021
Table A.1 gives the evaluation indicators and scoring rules for brand value service elements: When making specific evaluations, evaluators can select corresponding indicators based on the characteristics of the brand being evaluated, the industry to which it belongs, and other specific circumstances. Table A.1
Examples of Evaluation Indicators for Brand Service Elements
Grade Indicators and
Service Capabilities
Service Supply
Service Results
(30 %)
level indicators and
service process standardization
capability (25%)
service commitment
(25%)
service innovation
capability (25%)
service interface
fitness (25%)
service personnel
(25%)
service equipment
facilities (25%)
service Environment
(25%)
Service channels
(25%)
Service tangibility
(20%)
Service reliability
(20%)
Service response
Service guarantee
(20%)
Service portability
(20%)
Indicator range
Including the ability to program the service process, standardize service behavior, and standardize service results, which can be examined from the aspects of service system, information system, and behavioral norms. It is the service quality promised by the service organization to consumers, which can be examined from the aspects of whether there is a service commitment, the effectiveness of the service commitment, and service remediation. The ability to develop and innovate services, including innovations in service items, delivery methods, and delivery processes.
The degree of direct interaction between customers and service requirements, and various The degree of work interaction between the attacking and energy subjects can be examined to see whether the service interface is sufficient or redundant. The ability of service personnel to provide continuous services to ensure the realization of the service process can be examined from aspects such as professional qualifications, professional skills, professional capacity building, proportion of service personnel, and employee turnover rate. The configuration and continuous optimization capabilities of equipment and facilities to ensure the realization of the service process can be examined from aspects such as the satisfaction of equipment and facilities with service needs, configuration, and installation. The scene and atmosphere to ensure the realization of the service process can be examined from aspects such as the satisfaction of the environment with service needs and protection management. The channels and methods to ensure that services can be obtained by customers in a timely manner can be examined from aspects such as the diversity, suitability, and maintenance of channels. Customers' evaluation of the performance of service carriers can be examined from aspects such as the modernization of service facilities, standardization of service, and service attractiveness. Customers' evaluation of the results of fulfilling service commitments can be examined from the clarity of the services provided. , accuracy, traceability and error prevention measures. Customers' willingness to serve the service provider and the convenience of obtaining services can be evaluated from the aspects of service response time, convenience of service acquisition, emergency plan and processing. Customers' evaluation of the service carrier's ability to realize the service process can be evaluated from the aspects of service personnel's competence, privacy protection and expansion. Customers' evaluation of the ability to serve personalized needs can be evaluated from the aspects of giving priority to customer interests, understanding customer needs and providing customized services. Note: The total score of the service requirement is 100 points. The score of each indicator is given according to the performance of the company in the industry, which can be divided into four levels: excellent, good, average and poor. The score of each level is as follows: Excellent: 800-1000 points; Good: 600-800 points; Average: 400~600 points; Poor: less than 400 points.
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GB/T29186.5-2021
People's Republic of China
National Standard
Brand Value Factor Evaluation Part 5: Service Factors GB/T 29188.5—2021
Published and distributed by China Standards Press
No. 2, Hepingdan West Street, Chaoyang District, Beijing (100029) No. 16, Sanlihe North Street, Xicheng District, Beijing (100015) Website: spc.org.cn
Service Hotline: 100-168-0010
First edition in April 2021
Book Number: 155066·168880
Copyright reserved
-rrKaeerkca-
Infringements will be investigated1
Example of brand service element evaluation indicators
Level indicators and
Service capabilities
Service supply
Service results
(30%)
Level indicators and
Service process standardization
capability (25%)
Service commitment
(25%)
Service innovation
capability (2 5%)
Service interface
Fitness (25%)
Service personnel
(25%)
Service equipment
Facilities (25%)
Service environment
(25%)
Service channels
(25%)
Service tangibility
(20%)
Service reliability Quality
(20%)
Service response
Service guarantee
(20%)
Service transferability
(20%)
Indicator range
Includes the ability to program service processes, standardize service behaviors, and standardize service results, which can be examined from the aspects of service system, information system, and behavioral norms. It is the service quality promised by the service organization to consumers, which can be examined from the aspects of whether there is a service commitment, the effectiveness of the service commitment, and service remediation. The ability to develop and innovate services, including innovations in service items, delivery methods, and delivery processes. The degree of direct interaction between customers and service requirements and the degree of work interaction between various active subjects in the service system, which can be examined by whether the service interface is sufficient or redundant. The service personnel who ensure the realization of the service process are consistent. The ability to continuously provide services can be examined from aspects such as professional qualifications, professional skills, professional capacity building, proportion of service personnel, and employee turnover rate. The configuration and continuous optimization capabilities of equipment and facilities to ensure the realization of the service process can be examined from aspects such as whether the equipment and facilities meet service needs, their configuration, and their safety and management. The scenes and atmosphere to ensure the realization of the service process can be examined from aspects such as whether the environment meets service needs and their protection and management. The channels and methods to ensure that services can be obtained by customers in a timely manner can be examined from aspects such as the diversity, suitability, and maintenance of the channels. Customers' evaluation of the performance of service carriers can be examined from aspects such as the modernization of service facilities, standardization of staff services, and service attractiveness. Customers' evaluation of the results of fulfilling service commitments can be examined from aspects such as the clarity, accuracy, traceability, and error prevention measures of the services provided. Investigate the customer's willingness to serve the service provider. The evaluation of the convenience of service acquisition can be carried out from the aspects of service response time, convenience of service acquisition, emergency plan and processing. The evaluation of the customer's ability to realize the service process of the service carrier can be carried out from the aspects of the competence of the service personnel, privacy protection, etc. The evaluation of the customer's ability to serve personalized needs can be carried out from the aspects of giving priority to customer interests, understanding customer needs, and providing customized services. Note: The total score of the service requirement is 100 points. The score of each indicator is given according to the performance of the company in the industry, which can be divided into four levels: excellent, good, average and poor. The score of each level is as follows: Excellent: 800-1000 points; Good: 600-800 points; Average: 400~600 points; Poor: less than 400 points.
-rrKaeerkAca-
GB/T29186.5-2021
People's Republic of China
National Standard
Brand Value Factor Evaluation Part 5: Service Factors GB/T 29188.5—2021
Published and distributed by China Standards Press
No. 2, Hepingdan West Street, Chaoyang District, Beijing (100029) No. 16, Sanlihe North Street, Xicheng District, Beijing (100015) Website: spc.org.cn
Service Hotline: 100-168-0010
First edition in April 2021
Book Number: 155066·168880
Copyright reserved
-rrKaeerkca-
Infringements will be investigated1
Example of brand service element evaluation indicators
Level indicators and
Service capabilities
Service supply
Service results
(30%)
Level indicators and
Service process standardization
capability (25%)
Service commitment
(25%)
Service innovation
capability (2 5%)
Service interface
Fitness (25%)
Service personnel
(25%)
Service equipment
Facilities (25%)
Service environment
(25%)
Service channels
(25%)
Service tangibility
(20%)
Service reliability Quality
(20%)
Service response
Service guarantee
(20%)
Service transferability
(20%)
Indicator range
Includes the ability to program service processes, standardize service behaviors, and standardize service results, which can be examined from the aspects of service system, information system, and behavioral norms. It is the service quality promised by the service organization to consumers, which can be examined from the aspects of whether there is a service commitment, the effectiveness of the service commitment, and service remediation. The ability to develop and innovate services, including innovations in service items, delivery methods, and delivery processes. The degree of direct interaction between customers and service requirements and the degree of work interaction between various active subjects in the service system, which can be examined by whether the service interface is sufficient or redundant. The service personnel who ensure the realization of the service process are consistent. The ability to continuously provide services can be examined from aspects such as professional qualifications, professional skills, professional capacity building, proportion of service personnel, and employee turnover rate. The configuration and continuous optimization capabilities of equipment and facilities to ensure the realization of the service process can be examined from aspects such as whether the equipment and facilities meet service needs, their configuration, and their safety and management. The scenes and atmosphere to ensure the realization of the service process can be examined from aspects such as whether the environment meets service needs and their protection and management. The channels and methods to ensure that services can be obtained by customers in a timely manner can be examined from aspects such as the diversity, suitability, and maintenance of the channels. Customers' evaluation of the performance of service carriers can be examined from aspects such as the modernization of service facilities, standardization of staff services, and service attractiveness. Customers' evaluation of the results of fulfilling service commitments can be examined from aspects such as the clarity, accuracy, traceability, and error prevention measures of the services provided. Investigate the customer's willingness to serve the service provider. The evaluation of the convenience of service acquisition can be carried out from the aspects of service response time, convenience of service acquisition, emergency plan and processing. The evaluation of the customer's ability to realize the service process of the service carrier can be carried out from the aspects of the competence of the service personnel, privacy protection, etc. The evaluation of the customer's ability to serve personalized needs can be carried out from the aspects of giving priority to customer interests, understanding customer needs, and providing customized services. Note: The total score of the service requirement is 100 points. The score of each indicator is given according to the performance of the company in the industry, which can be divided into four levels: excellent, good, average and poor. The score of each level is as follows: Excellent: 800-1000 points; Good: 600-800 points; Average: 400~600 points; Poor: less than 400 points.
-rrKaeerkAca-
GB/T29186.5-2021
People's Republic of China
National Standard
Brand Value Factor Evaluation Part 5: Service Factors GB/T 29188.5—2021
Published and distributed by China Standards Press
No. 2, Hepingdan West Street, Chaoyang District, Beijing (100029) No. 16, Sanlihe North Street, Xicheng District, Beijing (100015) Website: spc.org.cn
Service Hotline: 100-168-0010
First edition in April 2021
Book Number: 155066·168880
Copyright reserved
-rrKaeerkca-
Infringements will be investigated
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