Introducing a Comprehensive Model of Service Brand Equity and Customer Buying Behavior - The Case of ANSAR Bank

The aim of this article is to find the relationships between service brand equity and customer buying behavior of ANSAR bank. The service marketing mix is the starting point of the movement of organizations, which will form a perception on the customer’s mind. This perception shapes in the mind of the customer based on services marketing mix messages that will affect their next behaviors. For this purpose, a comprehensive model has been introduced to explain the trend from marketing mix to the next stages and finally to buying behavior. Some parameters have been selected from each aspect for further analysis using a questionnaire. 385 questionnaires have been distributed among 10 branches of ANSAR bank in Qazvin province. Cranach’s alpha has been used for approving data reliability. The findings confirm the trend of the comprehensive model. It has been concluded that word of mouth has a strong correlation with service marketing mix; this parameter also has a very strong correlation with buying behavior, while it has no influence on the perception and internal reaction of the customers. In addition, the internal reaction and perception of the customers have been found as major drivers for loyalty and long term buying behavior. The internal reaction is merely derived from customer's internal perception and has no direct influence on service brand equity.