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Research On The Service Consuming Decision-Making Behavior Based On Brand Relationship

Posted on:2007-11-27Degree:DoctorType:Dissertation
Country:ChinaCandidate:Z W YaoFull Text:PDF
GTID:1119360182471242Subject:Business management
Abstract/Summary:PDF Full Text Request
Brand Relationship (BR) refers to the relationship between consumer and brand. As a frontier research domain after the Relationship Marketing paradigm was introduced into the Brand Marketing theory, Brand Relationship has caught attention among the academics. However, there has been a lack of research done on the relationship between BR and consumer's decision-making behavior, especially in service consumption environment.Based on the Relationship Marketing theory and Customer Value theory, this dissertation researches the influence of BR on consumer's decision-making behavior of service brands by utilizing Brand Relationship Quality (BRQ) as a main construct to measure the nature of BQ. The key issue of the dissertation is to discuss the effects of BRQ on customer value and its dimensions.Firstly, the dissertation reviews the current research about BR and its correlative domains and identifies the defects of existing theories and methodologies after scanning the literatures of both home and abroad. Based on the literature review, it develops its own conceptual model that explains how BR affects consumer's behavior of service consumption. Secondly, in consideration of the features of service, the specific customer groups of the service industry with high experience properties or high credence properties are chosen as the population of the research, while the samples are selected by method of systematic sampling. With LISREL 8.54, the dissertation analyzes the structure model constructed by several routes through which BRQ impacts customer value, customer satisfaction and post-purchase behavior.The research result shows that this conceptual model is supported by the data. BR, as a key psychological variable of consumer's decision-making behavior of service brand, influences customer's episode value perception and relationship value perception, which in turn affect the total customer perceived value in the end. In addition to that, BR also has positive impact on customer satisfaction and post-purchase behavior.The dissertation has innovations in the following aspects: it basically establishes the conceptual model of the effect of BR on customer's decision-making behavior of service consumption; it empirically confirms the hypothesis that BR influences positively on customer's making-decision behavior; it then validates that BRQ is more important than service quality as a variable of consumer's decision-making behavior of service consumption.
Keywords/Search Tags:Brand relationship, brand relationship quality, service brand, service brand consuming making-decision behavior, customer value, customer satisfaction, post-purchase behavior
PDF Full Text Request
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