The Study Of The Impact Of Customer Citizenship Behavior On Potential Customer Brand Switching Intention

Brand switching includes moving out from the old brand into the new one.When focusing on moving out from the old,we discuss how to reduce the customers' brand switching behavior and improve customer loyalty.When focusing on moving into the new,we discuss how to trigger the brand switching behavior of potential customers and attract new customers.The brand switching this study discussed belongs to the latter.Customer citizenship behavior has been shown to have a positive impact on consumer purchase intention.The purchase intention refers to repurchase intention in the context of single brand,but in the context of multiple brands,it includes repurchase intention and switching intention.Based on multiple brands situation,this research proposes and tries to verify the view that customer citizenship behavior has positive influence on potential consumers' brand switching intention.Brand trust has been regarded as the important factor that affect consumer behavior,but the brand trust that previous studies involved was established on base of experience mechanism.It's necessary to take advantage of the transfer mechanism to establish brand trust of potential customers by using customer citizenship behavior.And this field of brand trust is less discussed before.Under the background of Chinese traditional collectivism culture,the potential customers will be infected by customer citizenship behavior of new brand,establish initial trust on the new brand,and produce switching intention.Therefore,this research tries to discuss the influence of customer citizenship behavior on potential customer brand switching intentions from the perspective of band trust.On the basis of collecting and summarizing documents,the paper firstly introduces the concept of customer citizenship behavior,brand trust,brand switching intention and their relationship.Under the foundation of previous studies results,this paper summarizes four dimensions of customer citizenship behavior:word-of-mouth recommendation,providing feedback,helping customers and displays of relationship affiliation.Secondly,the paper adopts three dimensions of brand trust which proposed by Yuan Denghua:quality trust,competence trust and goodwill trust.Meanwhile,the paper builds a model of customer citizenship behavior affecting potential customers 'brand switching intention based on brand trust,then proposes theoretical assumptions and designs the measurement scale of each variable.Finally,the paper acquires sample data by questionnaires,and analyzes the reliability and validity,and ultimately utilizes the structural equation modeling to analyze the assumption.In the end,the paper draws several important conclusions:(1)Customer citizenship behavior is an important driver of potential customers' brand switching intention,and word-of-mouth recommendation owns the greatest impact,then followed by displays of relationship affiliation,helping customers,and providing feedback.(2)Brand trust has a significant positive impact on potential customers'brand switching intention,and competence trust owns the greatest impact,then followed by quality trust and goodwill trust.(3)Brand trust plays a mediating role in the relationship between customer citizenship behavior and potential customers' brand switching intention.