Research On Influence Mechanism Of Privilege Marketing On Brand Relationship Switching

As an important differentiation marketing strategy that serving the high-end customers,privilege marketing has been widely used in marketing field.And considering competitive brands' resources limitation and ability difference,there are a lot differences in the standard of defining a consumer as the VIP customer,so as the privilege services that giving to them.The standards and services differentiations in competitive brands' prvilege,will inevitably lead to envy and regret of the original brand VIP customers,and in such case,it will profoundly influence their intention of brand relationship switching.In order to elaborate the influence of privilege marketing on brand relationship switching systematically,this paper is based on the privilege of standard service impact on consumer sentiment,consumption emotions on brand relationship influence path switching intention.By means of experimental psychology,which through setting different experimental groups and experimental scenes,under the situation of privilege marketing,we collect the VIP customers,envy and regret data and their willings to brand relationship switching data,using correlation analysis,variance analysis,regression analysis and other statistical analysis methods,by means of empirical research,we obtain the conclusions of the following four aspects.First,there are significant differences among the influence of different privilege services on VIP customers' envy and regret and brand relationship switching intention.Among them,VIP passage can be better able to leads to customers' envy and regret than jump the queue priority handling,and also better able to induce VIP customers to switch brand relationship.Second,the standard of getting privilege has no significant effect difference in VIP customers' envy and regret emotion and brand relationship switching intention,which means that whether the VIP customers getting the same privilege services through status privilege or cumulative privilege,both methods have no strong effect difference in inducing VIP customers' envy and regret and brand relationship switching intention.Third,envy is positively correlated with brand switching intention,which means the more envious the VIP customer is,the more probably will he switch the brand relationship;And the regret and brand relationship switching intention has positive correlation too,which means that if the VIP customer regret more,his possibility to switch brand relationship will be greater.Compared with envy,regret can be better able to induce VIP customers' brand relationship switching intention,which also shows that the regret is in the leading position of other consumption emotions to induce customers' brand relationship switching intention.Fourth,in terms of demographic variables,women are more prone to raise envy than men,and those who have more disposable income are more prone to raise envy and brand relationship switching intention,while older people's envy and brand relationship switching intention are lower.