Purpose
The purpose of this paper is to investigate the impact of logistics value-adding services and perceived service quality on brand equity among B2B customers of a brewery company.
Design/methodology/approach
A theoretical model is developed and tested using survey data from 173 hotel, restaurant and catering (HoReCa) industry customers of a brewery company in Finland.
Findings
Value-adding services play an important role in building the brewery company’s brand equity through perceived service quality. Besides a direct impact on overall service quality, an indirect impact is detected through the operational dimension of service quality in logistics.
Research limitations/implications
A broader data set would be needed to generalize the findings also beyond the brewery business and the HoReCa industry customers in Finland.
Practical implications
To increase brand equity, value-adding services like logistics can play an important role for B2B customers. This study is important for practitioners and academics, as there has been little quantitative research available regarding value-adding services in the context of service quality and brand equity research.
Originality/value
This paper combines logistics as value-adding service to customers’ willingness to pay extra profits to cooperate with service producer.
