The Influence Theoretical Models And Assumptions About Customer Experience To Customer Brand Relationship

People’s living standards gradually improved as society progresses. Consumers facedwith a large number of clothing brands, and gradually turned into a variety of choices andbuying patterns from the previous single selection mode. The same time, consumer attitudeschanged from consumer-oriented results to the consumption process, have a higher level ofconsumer life, not only to meet the material needs, but also to meet the spiritual needs, alongwith the experience requirements.In the clothing industry, the sense of satisfaction experience is because of most of theclothing enterprises are doing very high quality of their products and features, each clothingbrand differences in product quality is getting smaller and smaller, the consumer’s sensitiveto the quality of the product are getting lower and lower, the clothing brand began to pursue ahigher level of consumer demand. An Empirical Study of the customer experience relationsimpact on the customer brand apparel business management and practice is becoming veryimportant.This thesis research through the literature search, qualitative interviews, questionnaires,SPSS, LISREL and Maximum likelihood to analysis three aspects subjects: the compositionof the customer experience dimensions, the composition of the customer brand relationshipdimensions, the dimension of the customer experience on customer brand relationshipdimensions. Thesis is based on this to research the influence theoretical models andassumptions about customer experience to customer brand relationship, this thesis is use theWuhan Women clothing brand for example to empirical research and analysis on the theorymodel, verification model factors correlation, to give out enterprise management suggestionsfor Wuhan women clothing, to increase consumer brand satisfaction, as well as the brand’spositioning and adjust the basis of the reference.