Research On The Influence Of Customer Value Perception And Customer Value Innovation On Brand Relationship Quality

With the continuous development of market economy,relationship marketling has become an in-depth study of enterprises and scholars,the enterprise and researchers have been very concerned about the brand research,in which the relationship between consumers and brands has attracted much attention,the more mature relationship between consumers and brands have the quality of the brand relationship between the more mature.The human society enters 21st century,along with the intense market competition,the product presents the high homogeneity tendency,in this situation whether can obtain the symbol and the experience benefit from the brand to become the consumer discussion hot spot.The Buddhism belief and its related cultural manifestation can provide the superior resource base for the modern society product production and the cultural service.Especially in Laos,Buddhism penetrates deeply into people's living customs and ideas,can feel the strong Buddhist atmosphere everywhere,Buddhism has the important and irreplaceable function in Lao People's heart.Therefore,this article will study the perspective of the Lao Buddhist culture,following the construction of the context of mass culture consumption,this paper links the construction of enterprise brand,the establishment of brand relationship,the evaluation of brand relationship quality and the Buddhist culture,tries to make contribution to the quality field of brand relationship,and to some extent makes up for the shortcomings of predecessors ' research in this field,In the last chapter,the author points out the practical suggestion.In this paper,the Lao people who live in Buddhism are the subjects of study,on the basis of summarizing the research of domestic and foreign scholars,this paper summarizes the concept definition and related theories of customer value perception,customer value innovation and brand relationship quality,and puts forward corresponding hypotheses,and constructs a model based on Lao Buddhism's cultural background.and the corresponding dimensions are set according to each variable.And then the reliability of it,validity test,and study the relationship among each dimension of customer value perception,customer value innovation dimensions and brand relationship quality,and then carry on multivariate regression analysis and variance analysis according to correlation relation,ensure the conclusion of this empirical research is scientific and persuasive.The empirical study found that:under the background of Lao Buddhism culture,customer value perception has significant positive impact on the improvement of customer trust,satisfaction and commitment level in the quality of brand relationship;Customer value innovation has a significant positive impact on customer trust and satisfaction level in brand relationship quality,but not significantly on commitment level.According to the conclusion,In the end,the article puts forward the corresponding suggestions:1.Enterprises should dig deep into the needs of customers,and then provide personalized services and concessions;2.Enterprises should promote customer value innovation and realize enterprise benefit;3.Enterprises should build up and consolidate the relationship between customers and Brand Bridge,and according to customer demand constantly inject new products or services.