Research Of Impact Of Negative Experience Of After-sales Service To The Switching Intention Of Brand PC Industry

Consumers’ brand experience is an important concept in marketing theory. In enterprises competition, brand switching intention is also an important indicator of brands customer churn rate. As the domestic market competition intensifying, the saturation of the customer requirements, and the extension of products life, durable goods companies in modern society are no longer stay only get more customers, enterprises pay more attention to retain existing customers, reduce the switching behavior, thus realize self value greatly satisfied. At the same time, enterprises in China are facing a diversification of the rapid development of the market, consumers especially in high value consumer goods once purely tends to focus on core products now gradually comprehensive focus on their feelings in the process of product and interact with the brand--the brand experience of consumers.Most existing research on brand experience or brand switching focus on the topic of brand experience itself, or direct drive factors of brand switching intention mostly, still relatively lack in systematically based on customer own feeling and experience, which remain more detailed study of brand switching and its ultimate role of the research. What’s more, existing subject of research on the consumers’ brand experience, mostly focus on positive customer experience’s result of satisfaction, trust and loyalty and sort of the concept of positive affects, overlooked the negative result and negative roles caused by negative experience, including customers’brand switching intention which means potential loss of brands’ consumers caused by negative experience. Therefore, this article from the perspective of the consumers’brand experience, explore the brands of after-sales service, study how does negative brand experience indirect influence brand switching intention through factors such as satisfaction and trust, which including a detailed analysis of the action principle and the importance of each factor.This study in the predecessors on the basis of existing research results for reference, according to these results and related theory, to after-sales service negative experience as independent variables, such as satisfaction and trust the influence factors of brand switching intention as a intervening variable, with consumers’ brand switching intention as the dependent variable, build a conceptual model of impact of negative experience of after-sales service to brand switching intention, and12study hypotheses according to the model.According to the concept model and the study hypothesis, researcher carries on the questionnaire design, in order to consumers of brand PC as the research object, sent questionnaires through the network and some famous brand computer service center, and obtain empirical research data. Research hypothesis validation is done through the reliability test, exploratory factor analysis, multiple regression analysis method.The results show that negative experience of after-sales service have significant negative effects to satisfaction and trust. Satisfaction and trust have significant positive influence to brand switching intention. Satisfaction and trust are significant intermediary effect between relation of negative experience of after-sales service and brand switching intention. Finally, according to the result of research, corresponding advices about the management of customer experience of after-sales service, and help reduce consumer brand switching intention were put forward by researcher.