Research About The Effect Of Brand Perception On Customer-role Behavior From The Perspective Of Relational Emotion

Due to the long-term growth of China's service sector driven mainly by factor inputs, ignoring the service brands' operation and upgrade of "soft power", it comes out the result that there is a big gap between our services and the developed countries' services. At the same time, as market competition intensifies, companies are increasingly found that customers no longer restricted to the roles such as buyers, consumers. Customers have been playing a more important and more diverse role in the enterprise development process. How to properly manage a new type of customer-brand relationship? And on this basis, how to enhance the competitiveness of service brand for the long-term competitive advantage is the purpose of this research.Since the relationship marketing paradigm has been introduced into the field of brand management, the customer-brand relationship theory has gained a lot of emphasis on academics. But as for"How does the customer - brand relationship occurr in the end? And how does the relationship affect customers' diverse behavior?" these issues are still lacking attention. With the basis of customer-role theory and emotion theory, this research puts forward a complete brand perception - relational emotion -customer-role behavior model. Using relational emotion as the important linkage between the brand and customer behaviors, this research focuses on the relationship between customer brand perception and customers' relational emotion, customers' in-role and extra-role behaviors. This research tries to study the source and mechanism of brand-customers' relationship (intensity), and opens the black box among "brand -customer behavior", in order to understand customers' behavior better.This study suggests that the positive message which the brand dilivered to customers meets customers' diverse needs, so customers can have a positive emotional response, and ultimately precipitate the corresponding behavior. Among"brand-customer behavior", the customer emotions (mental reaction) is the factor which arouses the behaviors. In order to study the above problems, through reading and researching a large number of literatures, this paper conducted a questionnaire survey of customers mainly in banking, catering, sports and entertainment services.301 valid questionnaires were carried out. Using SPSS software for statistical data analysis, the conclusions are drawn as follows:(1) Customer's brand perception structure can be composed of three levels such as: perceived quality, brand image, brand identification. These three levels have a significantly positve impact on relational emotions (utilitarian emotions, legitimate emtions, reciprocal emotions), but the relationship between different levels of the brand perception and different dimensions of relational emotions vary.(2) Relational emotions have a significantly positve impact on customers' in-role behaviors and extra-role behaviors , in which the greatest impact on in-role behaviors comes from legitimate emotions, the greatest impact on customer extra-role behaviors comes from reciprocal emotions.(3) Brand perception have a significantly positve impact on customers' in-role behaviors and extra-role behaviors. But this effect is mainly through the intermediary role of relational emotions.(4) Consumer demographic profiles showed significant differences in all variables.