Effect of logistics service quality on brand equity

Nowadays, customers desire maximum quality in the products and services they demand.The fact that the manufacturers offer the expected quality to their customers gain an advantage over in the competition. Businesses that are aware of the developments that service quality has brought about in the world economy; they want to increase the quality of the products and services they offer,to meet customer demands in the best way and to specialize in the fields in which they operate. It is a known fact that business that specialize in quality create brand value. It is very difficult for business in the logistics sector to be successful only with the production or marketing activities without providing a quality logistics service to their customers. All previous activities, processes and achievements will lose their value as long as the businesses can not deliver the goods or services requested by the customers on time. Especially in recent years, dimensions of service quality and the perception of brand value created by customer need to be examined in the logistics sector, the issue of brand value gains importance. The aim of this study is to determine the effect of logistics service quality on brand value. For this purpose; an online survey was conducted with 324 individual and corporate consumers using logistics services.According to the results of the research,technical service and operational service quality have a significant effect on brand value and all consumer–based brand equity dimensions have a significant effect on brand value.In addition, the quality perceptions of individual and corporate consumers differ in terms of averages.In accordance with the results obtained,various suggestions were made to the literature and researchers. Keywords: Logistics, Quality, Equity, Logistics Service Quality, Brand Equity