Research On Effects Of The Quality Of Service Brand Relationship On Consumer Repurchasing Behavior

China's economy has been developed constantly with high speed since China implements the policy of reform and opening-up, and has lots of great changes. China has grown up as one of the main powers which push the world's economy. More and more global enterprises have interests in China's markets because of its powerful purchase ability. China's manufacturing industry provides the world with abundant goods that make the world be full of "made in China". Meanwhile, China's economy depends on its manufacturing industry which not only produces plenty of jobs for China with big population, but also provides the power for China to adjust the structures of industries and change the mode of economy increasing. So, how to establish friendly brand-relationship between customers and enterprises has been becoming more and more important. However, the achievements of the research on brand-relationship are gotten by western scholars who start their research basis on interpersonal theory. The attitude towards relationship is obviously different between China and West:the west think relationship happens after trading, Chinese believe relationship is more important which push the business successful. This difference makes the localization of research on brand-relationship be a new topic.The theories of brand-relationship, customer perceived value, customer repurchase behavior and the relevant are gotten by the western scholars whose thinking angels are generally from interpersonal theory. Nowadays, there are some scholars have done the researches on brand-relationship and customer perceived value.The sense of theory and the point of innovation in my paper is take customer perceived value as a mediating variable to do the research on the effects on customer repurchase behavior. My paper consider customer-brand relationship as a decisive psychological variable which affects customer repurchase behavior to discuss how customer-brand relationship affect on customer repurchase behavior, then enrich the theory of customer-brand relationship and customer consuming behavior.My paper builds up the relevant theoretical framework based on lots of literature review and put forward some assumptions. All the questionnaires (there is 267 effective questionnaires) which support my paper are done by the customers who use the construction bank's dragon card in Changchun district.The data is dealt with Spss16.0 and quantitative analysis, the statistical methods I used are:(1) descriptive statistical analysis (2) reliability analysis (3) validity analysis (4) correlation analysis (5) regression analysis. Through the actual surveys, analyzing the relationships between all the variables, mixing the cultural backgrounds of Chinese customers, here comes to a conclusion that the five dimensions of brand-relationship all have positive effect on the customer repurchase behavior.According to my paper, the five dimensions of brand-relationship affect customer perceived value profoundly. That means if we improve the relationship between the customers and the brands, we could indirectly affect customers full value perception. Once an enterprise wants to get higher profit constantly, they should invest more on improving the ability that provide value to customers and on improving the customer-brand relationship, and pay more attention to emotion communication. Chinese enterprises need to face the challenges in the market that is full of competition.According to the research, customer perceived value has obviously positive effect on customer repurchase behavior. The customers are changing their expectations, so they are also changing the attitudes towards enterprises and their products. The dynamic of customer perceived value reminds us of being sensitive with the changes from the customers, adjusting the enterprises'strategies according to the new situations. Enterprises should pay attention to advertisements, the packages of the products and all elements which could affect the customers'emotion feelings. Then lead the customers to have the willing of buying.My paper is about customer-brand relationship, customer perceived value, customer repurchase behavior and the relationship between them. My purpose is to have a useful try in the localization of the research and provides practical directions for our local enterprises.