Studying the Mediating Role of Relationship Quality Dimensions between Service Personalization and Customer Gratitude Impact on Brand Equity (Case Study: Irancell Company)

Brand equity is one of the most valuable assets of many companies in competition and a variety of elements relate to it. In the research direct effect of relationship quality and indirect effects of service personalization and customer gratitude affect on brand equity have been modelled and explained. This study aims to investigate the impact of service personalization and customer gratitude on relationship quality dimensions and its effect on brand equity. The data collected from a sample of 385 students at Shahid Chamran University in Ahvaz, who are using the services of Irancell Company. A questionnaire survey was conducted using random sampling. Reliability of questionnaire has been considered by using SmartPLS software that the finding revealed Cranach’s alpha coefficient and composite reliability of all variables were more than 0.7.With confirmatory factor analysis, the construct validity of the questionnaire has been tested and based on the results, the fitness indicators had an acceptable fit. This study shows both service personalization and customer gratitude affect relationship quality and the variable affects brand equity. Moreover; the mediating role of relationship quality dimensions (indirect effect) were confirmed.