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Service quality, brand equity and brand reputation of water utilities

This research group aims to measure service quality, brand equity and reputation of water utilities according to the perceptions of different stakeholders (e.g. citizens, firms, public administrations). At present, the Italian water services market is not liberalized and customers cannot choose their service provider. Nevertheless, from a service improvement and benchmarking perspective, it is still fundamental to measure perceived service quality beyond purely technical aspects. In addition, the utility’s awareness about its own brand equity - which includes dimensions such as brand identity, brand awareness and brand image - and reputation can help the water utility to implement strategic and operational activities more effectively. Starting from the experience with the water utility of the Province of Verona, Acque Veronesi, this research can be replicated and extended to other Italian water utilities and adapted to explore service quality, brand equity and reputation of other types of public utilities in liberalized markets (e.g. electricity and gas). The research applies both qualitative and quantitative approaches to data collection and data analysis.
Fabio Cassia
Associate Professor (Department Management)
Francesca Simeoni
Associate Professor (Department Management)
Marta Maria Ugolini
Full Professor (Department Management)
Nicola Cobelli
Temporary Assistant Professor (Department Management)
Federico Testa
Full Professor (Department Management)
Vania Vigolo
Associate Professor (Department Management)
Topic Research area
Branding Marketing Marketing
Business-to-business branding Marketing Marketing
Business to business management Marketing Marketing
Tourist behavior Gestione del turismo Tourism management
Country-of-origin effect and international markets Marketing Marketing
Destination management Gestione del turismo Tourism management
Energy efficiency and sustainability Responsabilità sociale d'impresa ed etica aziendale CSR, sustainability and business ethics
En plein air tourism Gestione del turismo Tourism management
Enterprise 4.0 and digital transformation Marketing Marketing
Fair trade Responsabilità sociale d'impresa ed etica aziendale CSR, sustainability and business ethics
Strategic management of service quality Gestione dei servizi Service management
Corporate governance in the public services Gestione dei servizi Service management
Hospitality Gestione del turismo Tourism management
Hospitality management Gestione del turismo Tourism management
International business development Marketing Marketing
Energy efficiency and sustainability Gestione dei servizi Service management
Public utilities management Gestione dei servizi Service management
Strategic planning of tourism destinations Gestione del turismo Tourism management
Decisional processes Imprenditorialità Entrepreneurship
Public utilities management Gestione dei servizi Service management
Quality in services Gestione dei servizi Service management
Quality in services Gestione dei servizi Service management
Branding strategies Marketing Marketing
Marketing strategies and investments of tourism firms Gestione del turismo Tourism management
SMEs development Imprenditorialità Entrepreneurship
Valorization and sustainability of the territories Responsabilità sociale d'impresa ed etica aziendale CSR, sustainability and business ethics
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