The Influence Factors Of Brand Relationship Switch-back Intention

Following the fast development of relationship marketing theory, brand relationship research has been the foreland of relationship marketing and brand theory research. In the brand relationship management, it is difficult for corporate to make lost-consumer switchback. The reason is the lack of the reach on the rebuilt of brand relationship. Under this reality and theory circumstance, this thesis research on factors influencing the intention of brand relationship rebuild (IBRR) and their importance, is of important theory and reality meaning.The thesis puts forward question which the thesis want to resolve after generalizing and analyzing the researches on brand relationship. According to the relevant literature and field surveys, which are used for references, the thesis brings forward factors influencing IBRR. At the same time, the thesis has defined the meanings about factors, established appropriate indexes to measure these factors, founded the model of factors influencing IBRR and put forward interrelated hypothesis. The thesis makes an empirical research on factors influencing IBRR and their importance through questionnaire by applying SPSS V.12.0 software, then there are some conclusions as following: (1) Factors of regret (REG), promotion (PRO) and satisfaction of substitute brand (SAT) have a strong effect on IBRR. Factors of REG and PRO have a positive effect, and SAT is negative; (2) Factors of trust and commitment have a moderate effect on IBRR, and all the previous factors have a positive effect; (3) Factor of Pricing (PRI) has a little effect on IBRR and has a positive effect; (4) Factor of the time of lost (TIM) have a weak and negative effect on IBRR. Conclusions mentioned above have validated the model and hypothesis which thesis is put forward. This thesis brings forward the shortage and outlook according to conclusions at last.