中文摘要：

通过问卷调查，运用因子分析分别探讨了企业-顾客互动因子、员工-顾客互动因子；然后运用结构方程模型研究各互动形式对服务品牌资产的影响。结果表明，各互动形式对服务品牌资产有着不同程度的影响，企业-顾客互动最为显著地影响品牌形象，员工-顾客互动最为显著地影响品牌关系。

英文摘要：

Based on survey, this paper discusses the major factors of corporation - customer interaction and employee - customer interaction by Factor Analysis, then it analyzes the impact of interaction on service brand equity by Structural Equation Modeling Analysis. It finds out that： different service interaction factors has a different impact on services brand equity; corporation - customer interaction has significant impact on brand image mostly; employee -customer interaction has significant impact on brand relationship mostly.