Research On The Influence Of Banking Brand Trust Repair On The Brand Relationship Resumption Intention

The rapid economic development since the reform and opening up has promoted the rapid improvement of all levels of industries in China.The financial services industry in China has also experienced rapid development in the wave of economic growth.The services provided cover a wider range,serve more customers,and involve larger scale of assets.The economic development has accelerated the speed of transformation in Chinese society.At the same time,it has also led to the emergence of multiple crisis periods in the crisis of trust.There have been numerous scandals in various industries.In today's new media era,with the help of Internet technology,trust violations spread quickly and spread widely.It is extremely easy to ferment,resulting in a decrease in brand value,loss of customers,brand crisis,and a series of consequences.The banking industry in the financial industry has been controversial in recent years due to overlord terms,arbitrary charges,loss of assets,and financial bills.The loss of customer rights has also caused the damage of trust of the banking industry and bank brand relationships.In order to respond to a crisis of confidence,respond quickly and effectively,repair damaged trust,restore customers,increase customers' intention to renew their brand relationships,and reduce maintenance costs for customers,it is necessary to study how to repair the trust and keep the brand relationship.Based on reviewing the previous literature,this paper introduces the two variables of customer involvement and brand attitude as moderator variables and mediating variables,and studies covering emotional trust repair,functional trust repair,and information trust repair,study the relationship between them.A model for trust repair,customer involvement,brand attitude and brand relationship resumption intention was constructed.The empirical study was through the questionnaire survey method.This paper compares the effect of different trust repair strategies and the differences in the role of customer involvement and brand attitude,and draws conclusions about the research.According to the empirical data analysis using banks as examples,functional trust repair does not have a significant impact on the intention of brand relationship resumption.Other types of trust repair have a significant positive effect.The trust repairing each dimension has a significant positive effect on the cognitive and emotional dimensions of the brand attitude.The degree of customer involvement has a moderating role in the relationship between the various dimensions of trust repair and the brand's emotional attitude,but it does not have a moderating role in the relationship with brand cognitive attitude.The brand attitude plays a mediating role.The mediating effects of the further dimensions of the brand attitude in the influence of the various dimensions of trust restoration on the renewed willingness of brand relations are also not the same,and they only have partial mediating effects on information and emotional trust repair,functional trust repair does not be included.