Empirical Study On Influencing Factors Of Brand Relationship Switch

Following the fast development of the market economy, the traditional marketing theory whose core is Transaction can not solve the survival challenges. Relationship marketing as a developed theory of strategic planning has become one field of the hot issues, which draws more and more attention and is widely accepted by the enterprises. Relationship marketing is focus on maintain customers, pay more attention to service, communication, satisfaction and added value, help businesses and consumers to establish long-term and stable relationship. From the "Price War" in2012, B2C E-commerce enterprises are facing the fierce competition, at the same time, the cake of online shopping is more bigger and bigger. Under this reality and theory circumstance, this thesis research on factors influencing the intention of brand relationship Switch-back and their importance, is of important theory and reality meaning. Meanwhile, only a few of scholars research in this area resulting in that the relevant theoretical research are insufficient. Therefore, this paper intend to explore factors that impact reestablishing brand relationship based on consumer’s perspective and to enrich the research field and to provide advice for enterprise.The main content of this paper is divided into four main parts:The first part is to define the questions、introduce the research background、clear the content and significance of my study and the research method and innovation. The second part is according to the relevant literature and field surveys, which are used for references, the thesis brings forward factors influencing the brand relationship Switch-back intention. The third part has defined the meanings about factors, established appropriate indexes to measure these factors, founded the model of influencing the intention of brand relationship Switch-back and put forward interrelated hypothesis. Analyze the survey data using SPSS software. The fourth part is based on empirical findings, hoping to put forward reasonable proposals. Specifically, the paper is divided into five chapters:Chapter Ⅰ, Introduction section. This section presents the background of this research, the purpose and meaning, the main content, the research methods and innovations of this article. Compared to previous studies, this paper has the two innovations.Chapter Ⅱ, Relevant theory and literature section. First, briefly reviewed the concept of B2C and its application in China. Then reviewed domestic and foreign studies on the Band Relationship. Finally Summarized theoretical results about Brand Relationship quality. Brand Switching costs and Consumers Regret.Chapter Ⅲ, Research Design section. First, Proposed six factors for Brand Relationship Switch-back intention based on Relationship Marketing and Establish the model. Next, Design the initial scale including the definition and measurement of variables. Finally, Amend the scale through the pre-survey to form a final survey scale.Chapter IV, Empirical Analysis section. Based on the Chapter Ⅲ, With SPSS18.0software in descriptive statistical analysis and validation of the scale to ensure the quality and reliability of data. Verified six hypothesis by correlation and regression analysis.Chapter Ⅴ, Conclusion section. First of all, summarize the conclusion of Chapter Ⅵ, and analysis their causes. Compared to traditional environment, there are two main difference factors:(1) Increased in the proportion of Brand trust and Brand commitment;(2) Decline in the proportion of Alternative Brand Satisfaction.