Make Actual Evidence Research On The Service Experience With Brand Relationship-Intermediary Effect Of Perception Value

Brand relationship refers to the reaction that consumers interact with brand.With the growth of new brand,good brand relationship is considered as an important intangible asset for an enterprise.Following the social progress and economic development,the time of experience economy has come.Through providing consumers products and product service,enterprises create experiences that make a deep impression on consumers,thus greatly promote consumers' loyalty of brand.Experience marketing is playing a more and more important role in the development of enterprises and the combination of experience marketing and brand management,the position of service experience becomes more and more important in the enterprise brand relationship.The rising focus is being discussed in the academic circles---how enterprise raises consumers' brand loyalty by creating good service experience.Some scholars have made research on variables of service experience and brand relationship,such as brand value and the choice way of profits,decode of information source and so on.But these researches are mainly made on functional value that service experience has brought to raise brand relationship.In fact,in a large degree,brand relationship is affected by consumers' perceptive knowledge of brand.Introducing perception value(that is intermediary variable)in service experience affecting brand relationship,the article will analysis the process and the way that service experience affects brand relationship and an the basis the conception model is made and put forward corresponding some presumptions,research how consumers affect perceptual knowledge of brand.The Chinese famous brand of mobile telecommunication is chosen as researching object.First,mobile telecommunication brand belongs to the brand of service trade,which has a certain representativeness.By verifying the researched results,the conclusion whether can hold water.Second,in modern society,mobile telecommunication brand provides service everywhere,very convenient to make research,investigation and gain sample data.By analying the structural equation model,the following conclusion can be made :(1)Service experience has great positive effect on brand relationship.(2)Service experience has striking positive effect on perception value.(3)Perception value has notable positive effect on brand relationship.(4)Perception value has a part of intermediary effect in the test of brand service.The article stresses on process and principle of service experience affecting brand relationship,introduces perception value as intermediary variable to concept model defines service experience makes remarkable effect on the brand loyalty through intermediary effect of perception value,and further affects brand relationship.The discovery helps further understand service experience is related to brand relationship,instruct us to choose new visual angle to research on service experience and brand relationship.The research result will benefit enterprises and show a certain practical significance.Thanks to limited time and energy,some weak points still remain in the article.First,the data samples collected from college students have not comprehensive representativeness.Second,the collected test quantity form does not refer to development and research of specific service trade,but to the development of the whole trade.In the further optimized,and a deep research and analysis will be made on the factor that service experience affecting brand relationship.