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GB/T 29186.5-2021 English PDF (GBT29186.5-2021)

GB/T 29186.5-2021 English PDF (GBT29186.5-2021)

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GB/T 29186.5-2021: Evaluation of brand value elements -- Part 5: Service elements
This Part of GB/T 29186 specifies the basic requirements, evaluation index system, index measurement, result measurement and calculation for the evaluation of brand value innovation elements. This Part applies to various entities to carry out evaluation of brand value elements, brand evaluation and brand management activities.
GB/T 29186.5-2021
GB
NATIONAL STANDARD OF THE
PEOPLE’S REPUBLIC OF CHINA
ICS 03.140
A 00
Replacing GB/T 31042-2014
Evaluation of brand value elements - Part 5: Service
elements
ISSUED ON: APRIL 30, 2021
IMPLEMENTED ON: NOVEMBER 01, 2021
Issued by: State Administration for Market Regulation;
Standardization Administration of the People’s Republic of
China.
Table of Contents
Foreword ... 3
1 Scope ... 5
2 Normative references ... 5
3 Terms and definitions ... 5
4 Basic requirements ... 7
5 Evaluation index system ... 7
6 Index measurement ... 8
7 Result measurement and calculation ... 11
Appendix A (Informative) Examples of evaluation indexes of brand value service elements ... 13
Foreword
GB/T 29186 "Evaluation of brand value elements" is divided into 6 parts: -- Part 1: General principles;
-- Part 2: Tangible elements;
-- Part 3: Quality elements;
-- Part 4: Innovation elements;
-- Part 5: Service elements;
-- Part 6: Intangible elements.
This Part is Part 5 of GB/T 29186.
This Part was drafted in accordance with the rules given in GB/T 1.1-2009. This Part replaces GB/T 31042-2014 "Brand value - Requirements for service evaluation". Compared with GB/T 31042-2014, except for editorial changes, the main technical changes are as follows:
a) Modify the standard structure. For ease of use, modify the standard
structure to eight parts: scope, normative references, terms and
definitions, basic requirements, evaluation index system, index
measurement, result measurement and calculation, and Appendix A, to be
in line with the structure of other parts of this Standard.
b) Update the terms about "service";
Delete the two terms of "responsiveness" and "reliability"; use them as subordinate indexes of service results;
Delete the two terms of "safety" and "traceability"; move their contents to GB/T 29186.3;
Add the five terms of "service capability", "service supply", "service result", "customer" and "organization";
c) Modify the contents of "general requirements" to "basic requirements"; d) Modify the contents of "evaluation elements" to "evaluation index system"; give the composition of the brand value service element evaluation index system;
Evaluation of brand value elements - Part 5: Service
elements
1 Scope
This Part of GB/T 29186 specifies the basic requirements, evaluation index system, index measurement, result measurement and calculation for the
evaluation of brand value service elements.
This Part applies to various entities to carry out evaluation of brand value elements, brand evaluation and brand management activities.
2 Normative references
The following documents are indispensable for the application of this document. For dated references, only the dated version applies to this document. For undated references, the latest edition (including all amendments) applies to this document.
GB/T 19000-2016, Quality management systems - Fundamentals and
vocabulary
GB/T 24620-2009, Development of service standards - Recommendations
for addressing consumer issues
GB/T 28222, General principles for development of service standards
GB/T 29185, Brand value - Vocabulary
GB/T29186.1, Evaluation of brand value elements - Part 1: General
principles
GB/T 36733-2018, Evaluation guideline for service quality
ISO 20671:2019 Brand evaluation - Principles and fundamentals
3 Terms and definitions
Terms and definitions determined by 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 ones are applicable to this document. For ease of use, some of the terms and definitions in GB/T 19000-2016 are repeated below.
Note: Generally, use the SERVQUAL theory to carry out evaluation from five aspects: tangibility, reliability, responsiveness, guarantee and empathy. 3.5 Customer
Individuals or organizations (3.6) that can or actually accept the products or services (3.1) provided for them or on request.
Examples: consumers, principals, end users, retailers, receivers, beneficiaries, and purchasers of products or services from internal processes.
Note: Customers can be internal or external to the organization.
[GB/T 19000-2016, definition 3.2.4]
3.6 Organization
A person or a group of people whose functions are composed of responsibilities, powers and mutual relations, in order to achieve the goal.
Note: The concept of organization includes, but is not limited to, agents, companies, groups, commercial firms, enterprises and public institutions, administrative agencies, joint ventures, associations, charities or
research institutions, or parts or combinations of the above organizations, regardless of whether they are legal organizations, public or private.
[GB/T 19000-2016, definition 3.2.1]
4 Basic requirements
The evaluation of brand value service elements shall be carried out in
accordance with the general principles and evaluation procedures that are specified in GB/T 29186.1. When constructing the evaluation index system, obtaining evaluation data, calculating evaluation results, and issuing evaluation reports, it must comply with corresponding requirements of GB/T 29186.1; the personnel implementing the evaluation shall meet the capacity requirements which are set out in GB/T 29186.1.
5 Evaluation index system
5.1 Overview
When evaluating the brand value service elements, it can be carried out from three aspects: service capacity, service supply and service result.
5.2 Index system composition
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