:: Volume 1, Issue 1 (Autumn 2018) ::
3 2018, 1(1): 119-140 Back to browse issues page
A Study of the Relationship between Quality of Service and Brand Equity (Case Study: Customers of Bank Melli of Guilan province)
Seyyed Abbas Ebrahimi *, Sara Khomami
Abstract:   (692 Views)
Objective: Quality of services, is an important predictor of brand equity, which leads customers to choose a particular brand rather than other rival brands. The purpose of this research is to investigate the relationship between quality of services and brand equity with the mediating role of perceived validity and perceived value in the customers of Bank-e Melli of Guilan province.
Methodology: This research is an applied research and in terms of the type of descriptive method, it is a correlation type; in terms of data collection, it is a field research. The statistical population of this research is the customers of the Bank-e Melli of Guilan. A total of 318 people was selected based on Cochran's unconditional formula and available non-probabilistic method. Data were collected using standard questionnaire. They were also analyzed using SPSS25 and Smartpls2 software's based on the least squares method.
Results: The results indicate that the quality of services is related to brand equity, perceived validity and perceived value; in addition, perceived value and perceived validity are also related to brand equity.
Conclusion: Based on the findings of this research, it can be concluded that Bank Melli can develop the brand equity, perceived validity and perceived value of its brand by improving the level of service quality among its customers and gain a better competitive advantage.
Keywords: Brand equity, Perceived validity, Perceived value, quality of services, Bank-e Melli of Guilan
Full-Text [PDF 604 kb]   (177 Downloads)    
Type of Study: Research |
Published: 2018/11/17

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Volume 1, Issue 1 (Autumn 2018) Back to browse issues page