Conversion. Based Electronic Service Quality And Consumer Perception Of The Brand Relationship Studies

In this paper, the relationship among e-service quality, brand awareness and brand switching based on consumer perception is verified, which intends to find that how e-service quality factors of online brands affect consumers' brand awareness and brand switching behavior. In this study, there is a questionnaire survey on consumers who have online shopping experiences. After statistical processing for collected data, conclusion comes out through empirical research. On this basis some recommendations of the effective use of e-service quality and reduction of brand switching in the network brand building are further explored. This study may promote the upgrading of the network brand value for the network businesses, and provide guidance for maintaining the brand's long-term development of networks.Firstly, the research literature of the scholars in this field is organized and summarized, from which we learn research in the field is mainly concentrated in the division of e-service quality dimensions, as well as the impact of electronic service quality and brand loyalty, while the relationship of e-service quality, brand awareness and brand switching is seldom studied. Thus using the e-service quality scale from Parasuraman, we find that the pros and cons of electronic service quality of online consumer perception to some extent, affect their brand awareness and make its wish switch the network brand decision-making. Therefore enhancing the e-service quality of the network brand can promote consumers'brand awareness, and reduce brand switching behavior, which will be of much help to the network businesses to get more customers.