[Home ] [Archive]   [ فارسی ]  
:: Main :: About :: Current Issue :: Archive :: Search :: Submit :: Contact ::
Main Menu
Home::
Journal Information::
Articles archive::
For Authors::
For Reviewers::
Registration::
Contact us::
Site Facilities::
::
Search in website

Advanced Search
..
Receive site information
Enter your Email in the following box to receive the site news and information.
..
:: 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:   (4147 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]   (1473 Downloads)    
Type of Study: Research |
Published: 2018/11/17
Send email to the article author

Add your comments about this article
Your username or Email:

CAPTCHA


XML   Persian Abstract   Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Ebrahimi S A, Khomami S. A Study of the Relationship between Quality of Service and Brand Equity (Case Study: Customers of Bank Melli of Guilan province). 3 2018; 1 (1) :119-140
URL: http://somjournal.ir/article-1-26-en.html


Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Volume 1, Issue 1 (Autumn 2018) Back to browse issues page
فصلنامه مدیریت عملیات خدمات Journal of Services Operation Management
Persian site map - English site map - Created in 0.06 seconds with 37 queries by YEKTAWEB 4645