Research On The Influence Of Perceived Relationship Revival Value On Brand Relationship Revival Intention

To replace the transaction-oriented marketing as relationship-oriented is the most representative of marketing theoretical breakthrough and marketing practices during the past two decades. Different from traditional transaction marketing, relationship marketing focuses on the long-term interests of enterprises, by maintaining and strengthening the long-term relationships with customers to achieve enterprises’marketing objectives. Brand relationship is an important manifestation of the customer relationship, and seeking relationship stability and durability is the point of brand relationship management. With language expression of brand relationship management, brand relationship management should focus on the management of whole life cycle of brand relationship, because the long-term relationship-oriented marketing concept plays a key role for enterprises to achieve a competitive advantage status.From the perspective of the complete life cycle of brand relationship, brand relationship management should include the brand relationship to establish, maintain and renew. The management objects of the three stages are new customers, old customers, and relationship fracture customers. At present, both from the enterprise management practice and from the academic research level, brand r management focus on relationship establishment and maintain, the attention to the relationship fracture customers is far less than the first two stages. In fact, with the increased competition of customer resources and customer development and maintenance cost of ascension, to re-develop the relationship of fracture customers should be the new focus on brand relationship management.Under the condition of buyer’s market, due to the selective enhancement of consumers, customer resources become more competitive. The tentacles of enterprise brand relationship management have to extend to relationship revival of fracture customers. The premise of effective brand relationship revival strategy is correctly grasp of what factors drive the customer-brand relationship revival behavior and how these factors work. However, the academic study on brand relationship revival has just begun. Driving factors of the brand relationship revival, especially the thinking of mechanism of action is still very insufficient. The biggest problem of the only scattered results is the lack of a clear theoretical basis and analysis framework of the system.Aiming at the shortcomings of the theory research of the brand relationship revival and confusion of management practice, this study puts forward three issues to be addressed. Firstly, what factors drive customers to renew the fracture brand relationship? Secondly, how these factors act on the customer’s intention to renew the brand relationship? Thirdly, which factors could influence the driving effects that the brand relationship revival had on relationship revival intention?Around the three questions, this study proposed the concept of customer perceived relationship revival value, and use critical incident technology, focus interview and other qualitative research methods, developed the constituent elements of perceived relationship revival value. Guided by the theory of value-driven behavior of social exchange, based on the theory of rational behavior and technology acceptance theory, this study developed theoretical framework of perceived relationship revival value-emotion of relationship revival-brand relationship revival intention. And using856questionnaires customer data restaurants empirical test reveals the mechanism of customer perceived relationship revival value works on customer relationship revival intention by acting on customer perceived emotional of relationship revival, instead of brand competitiveness and customer characteristics and investigates. This study also investigated the adjustment effect of alternative brand competitiveness and customer characteristics to this mechanism.In this study, we draw the following conclusions:Firstly, the customer perceived relationship revival value is the fundamental driver of customer brand revival relationship. It is a overall evolution of the revival relationship by comparing the perceived profits with the costs from revival brand relationship. The qualitative research supports that the perceived revival relationship value was constituted by perceived service recovery value and perceived relationship revival benefit. Among them, perceived service recovery justice value reflects the realistic value the relationship revival can bring to the customers. It include perceived distributive justice of service recovery, perceived procedural justice of service recovery, perceived interactive justice of service recovery; Perceived relationship revival benefit reflects the potential value independent on the core service value brought by the relationship revival. It includes perceived economical benefit of relationship revival, perceived emotional benefit of relationship revival, perceived confident benefit of relationship revival and perceived customized benefit of relationship revival.Secondly, customers perceived relationship revival value has a dual effect on brand relationship revival intention through direct and indirect paths. The study confirmed that "perceived relationship revival value-emotion of relationship revival-brand relationship revival intention" describes the brand relationship revival mechanism exactly based on the perspective of customer. To the service brand, the behavior of relationship revival is essentially the response to the realistic or potential benefits they perceived. And, it works through two paths. From the point of direct effect, there are five variables of perceived relationship revival value have positive significant effect on relationship revival intention.Place them in descending order according to significance as follows: perceived confident benefit of relationship revival, perceived customized benefit of relationship revival, perceived procedural justice of service recovery, perceived emotional benefit of relationship revival, perceived distributive justice of service recovery. From the point of indirect effect, there are also five variables of perceived relationship revival value have positive significant effect on relationship revival intention by influencing relationship revival satisfaction and relationship revival trust. Place them in descending order according to the significance as follows:perceived distributive justice of service recovery, perceived confident benefit of relationship revival, perceived emotional benefit of relationship revival, perceived customized benefit of relationship revival, perceived procedural justice of service recovery. However, from the point of overall effect of perceived relationship revival value to relationship revival satisfaction, and place them in descending order according to the significance as follows:perceived confident benefit of relationship revival, perceived distributive justice of service recovery, perceived customized benefit of relationship revival, perceived emotional benefit of relationship revival, perceived procedural justice of service recovery. In conclusion, the five variables of perceived relationship revival value have both direct effect and indirect effect through relationship revival satisfaction and relationship revival trust on relationship revival intention. The empirical research conclusion proves the rationality of the theoretical model in this paper. Besides, no matter it is direct effect, indirect effect, or the total effect, perceived confident benefit of relationship revival is always the most significant variable to relationship revival intention. The study replies that service companies should carry out their brand relationship revival management based on customers’differentiated demands for relationship revival value.Thirdly, the dimensions of perceived relationship revival value have different effects on customer relationship revival emotion and relationship revival intention. This empirical study about the effect of perceived relationship revival value on relationship revival satisfaction shows that the three dimensions of perceived service recovery justice value have positive significant effects on relationship revival satisfaction, and the perceived distributive justice of service recovery is the most effective one. The perceived confident benefit of relationship revival, perceived customized benefit of relationship revival and perceived emotional benefit of relationship revival of perceived relationship revival benefit has significant effect on relationship revival satisfaction respectively, and the perceived emotional benefit of relationship revival is the most effective one, but the perceived economical benefit is not significant. The empirical study about the effect of perceived relationship revival value on relationship revival trust shows that perceived distributive justice of service recovery and perceived interactive justice of service recovery of perceived service recovery justice value have significant effect on relationship revival trust, and the effect of perceived procedural justice on relationship revival trust is not significant. The perceived confident benefit of relationship revival, perceived emotional benefit of relationship revival and perceived customized benefit of relationship revival have significant effect on relationship revival trust, and the perceived confident benefit of relationship revival is the most one, but perceived relationship revival benefit is not significant. Among the three dimensions of perceived service recovery justice value, the direct effect of the perceived procedural justice of service recovery on relationship revival intention is the strongest, and the following is perceived distributive justice of service recovery, but the effect of perceived interactive justice of service recovery on relationship revival intention is not significant. Among the four dimensions of perceived relationship revival benefit, the perceived confident benefit of relationship revival, perceived customized benefit of relationship revival and perceived emotional benefit of relationship revival have direct effect on relationship revival intention, and the effect of perceived confident benefit of relationship revival is the strongest, but the effect of perceived relationship revival benefit on relationship revival intention is not significant.Fourthly, the relationship revival satisfaction and relationship revival trust are important mediators between perceived relationship revival value and relationship revival intention. The study shows that the relationship revival satisfaction acts as the mediator between the five dimensions of perceived relationship revival value and relationship revival intention, and relationship revival trust plays the role of intermediary between the four dimensions of perceived relationship revival value and relationship revival intention. As there are two mediators, the driving effect of perceived relationship revival value on relationship revival intention become more significant, and the rationality of the research’s theoretical framework is proved.Fifthly, the customer behavior intention of brand relationship revival has characteristics of situation dependencies and peculiarity dependencies. Consumer decision process is a process of complicated mentality. On the one hand, for the same customer, even though he tends to rebuild the relationship because of recovery value and relationship benefit, competing brands could impact the customer’s decision. The more competitive the alternative brands are, the less possible the customer is to rebuild the relationship. On the other hand, Customer purchase behavior affected by its own characteristics. This study shows that the level of confidence and demand for diversity, involvement and other customers individual traits play a regulating effect on the relationship between customer relationship revival emotion and behavioral intentions in relation adjourned, which means that positive emotions may not be able to produce revival intention.The relationship revived is a prepaid trust to the service failure companies. In other words, it is an uncertain decision. Generally speaking, the customers with lower confidence have higher level of perceived risk than the general level, and they are likely to avoid the risk when faced with risk decisions. The customers with high level of demand diversity tend to make the decision by comparing the different brands, and they have low degree of stickiness, once there are ideal alternative brand, they are not willing to rebuilt the relationship. Similarly, customers with high purchase involvement have features that they may shop around, make the decisions discreetly, assess brand fully, then it will not contribute to the management of relationship revival.This study starting from customer perceived revival relationship value explored the internal mechanism of driving service brand relationship revival intention, and validated the relationship between perceived revival relationship value, revival satisfaction trust and revival relationship intention by empirical research. Compared with existing relevant research results, this research made the theoretical framework of brand relationship revival study clear, deepen the study on mechanism, enriched the achievements in this field.The main innovations:1.This article focusing on the customer psychology and behavior characteristics in the latter part of brand life cycle, enrich the theory research results of brand relationship from a dynamic perspective. how to revive the relationship, win back lost customers, extended the length of every customer relationship life cycle, to enhance the contribution of the customer relationship full-life cycle to service provider, is a new focal point in brand management and customer relationship management to service company. In-depth analysis of customer value demands and psychological-behavioral mechanisms in this stage, not only is beneficial to profound grasp of the brand relationship full-life cycle, but also enriched research results of the brand relationship from a dynamic perspective.2. This article constructed the theoretical framework of logic and theory of the brand relationship revival, and made up the gap of theoretical basis of related research. Current limited research on brand relationship revival mainly follows the analysis methods of the service recovery strategy directly drive to brand relationship revival intention, the major drawback is the lack of existence of a clear theoretical foundation support systems research framework. This study suggested that the value of rational cognitive behavioral intention is not a complete customer driven directly by psychological activity, not to mention the brand relationship revival is different from the behavior of benign adjourned under the brand relationship decisions, customer sufferes a service failure losses due to the failure producing a significant loss of perceived benefits and negative emotions, then trigger relationship break. If the emotional cracks can’t be repaired, it is difficult to actuate revival behavior through rational value cognition directly. Customers revival to brand relations since it is a kind of consumer behavior, is essentially still follow the general logic of attitude theory. Based on attitude theory, the research built a theoretical analytical framework of brand relationship revival, perceived revival relationship value-perceived revival relationship emotion-revival relationship intention, namely the customer brand relationship revival behavioral intentions adjourned subject to customer perceived value of brand relationship revival and emotional tendencies of brand relationships revival; perceived value of brand relationship revival not only directly drives the behavioral intentions customer brand relationship revival, but also indirectly effects the behavioral intentions customer brand relationship revival by acting on these two emotional variables’relationship of relationship revival satisfaction and relationship revival trust. The theoretical framework can lay a foundation for the related research on brand relationship revival, and provide guidance for service enterprises brand relationship management practice.3. This study developed the concept of customer’s perceived brand relationship revival value, and explored its structural dimensions and measurements. In accordance with the value-driven behavior of social exchange theory, whether the customer makes the decision of the brand relationship revival or not, it fundamentally depends on the behavior decision of the relationship revival will bring the ideal practical value and potential value. Therefore, this study took customer relationship revival value as the driving factor, thus promoting customer generated positive emotions to brand relationship revival and further driving the brand relationship revival intention. In this study, the reality and the potential value of the customer relationship revival is called perceived relationship revival value, using the critical incident technique and focus group interviews and other qualitative research methods, twelve kinds of common services brand relationships fracture and revival acts as objects, through standardized concept development procedure, obtained the structure dimensions of customer perceived brand relationship revival value, including the perception of perceived justice value of service recovery and perceived benefit of relationship revival. The former focuses on the reality b value that brand relationship revival behavior brings, and the latter is concerned about the potential value of the relationship revival brings. The concept of customer’s perceived brand relationship revival value originated in this research, the development of the concept of this study laid the foundation operational variables of the theoretical model of this research.4. This study revealed the dual role path of customer’s perceived brand relationship revival value to their brand relationship behavioral revival behavioral intention, and verified the regulation effects of situational variables on relationship behavioral revival behavioral intention. With value-driven behavior as the core logic, this study presented the psychological mechanism of brand relationship revival based on perceived service recovery justice value, perceived benefit of relationship revival, relationship revival satisfaction, relationship revival trust, relationship revival behavioral intention. Through literature research, variable relationship hypothesis were proposed. This study takes restaurant service industry customers as the object to obtain a large sample data, and uses structural equation model for empirical testing. The results confirmed that the perceived justice of service recovery and the perceived benefit of relationship revival both effect directly and indirectly through relationship revival satisfaction and relationship revival trust to the brand relationship revival intention. These two important dimensions, satisfaction and trust, play an important intermediary role in the quality of the relationship between perceived brand relationship revival value and brand relationship revival intention. On the basis of the clear relationship between the main variables, this study verified the regulatory effect of two types of situational factors, including the alternative brand competitiveness and customer features made of confidence, diversification demand, purchase involvement degree, on brand relationship emotion and brand relationship revival intention.5. This study extended the industry era of research on brand relationship revival. Now, available research results about brand relationship fracture and revival most take physical products as the object, the premise for more product brand relationship fracture caused by crisis event. On the one hand, compared with physical products, the service product is perceptual, inseparability, quality difference, not be stored, lack of ownership and other significant characteristics, which often lead that service failure could not be avoided, relationship fracture and revival management in the field of services face even greater challenges. On the other hand, with the development of economic and social, consumer demand for service products has structural diversification, demand personalized, quality improvement and many other features. The interaction of two factors resulted in an ecological services marketing reality of unprecedented increase of consumer choice, increasing service competition, more and more difficult to retain consumers, and it is urgent to do deeper exploration about issues of brand relationship revival in the field of services. The research extended the industry era of research on brand relationship revival, and enriched the theoretical results of service brand relationship revival.