An Empirical Study Of The Impact Of Employee Brand Citizenship Behavior On Brand Relationships

Along with the rapid development of China's economy, the service industry contributes increasingly to the economic development and the improvement of people's livelihood, and receives more and more attention from the society. Since China joined WTO, competition in service industry is also getting more and more common. As employees of service industry have exceptionally more contacts with customers, they play a crucial role in the formation and development of customer brand relationship. To win a long-term competition edge, managers in enterprises start to seek a new way to improve the quality of customer brand relationship from the aspect of employees.Based on the banking industry, the paper systematically discusses the influence of employees'brand citizen behaviors over the quality of customer brand relationship. Firstly, a literature review was carried out on theories related to employees'brand citizen behaviors and customer brand relationship. Secondly, study design and variable measurement were done in combination with the literature review and related comment analysis. A pre-test had been implemented before the questionnaire was formally issued. The hypothesis and study model were constructed based on factor analysis. SPSS for Windows19.0was utilized later to verify and modify the study model and hypothesis. Correlation analysis and regression analysis of variance were also employed to verify the influence of3dimensions of brand citizen behaviors over all dependent variables. At last, a conclusion was drawn. Management suggestion of how to improve the quality of customer brand relationship by bettering employees'brand citizen behaviors, was further raised.The result of the study basically verified the thinking of the research and the hypothesis. The major conclusions are as below. Firstly, brand citizen behaviors are composed of the willingness to help others, the passion for brand and the tendency of development. Sencondly, the willingness to help others exert obvious positive influence over customers' satisfaction and trust to brands. The passion for brand exert obvious positive influence over customers'trust to brands and commitement of brands. The tendency of development exerts obvious positive influence over the commitement of brands. Finally, customers'satisfaction exert obvious positive influence over customers'trust to brands, and also have obvious indirect influence over the commitment of brands, customers'trust exert obvious positive influence over the commitment of brands.