Studying the Effect of Customer Perceptions of the Brand on His/Her Loyalty Mediated By Perceived Value by the Customer: Case of Pasarghad Bank

Nowadays with increasing competition among service organizations، they are looking for a way to differentiate their services. This requires emphasis on the necessity of applying brand as a source of competitive advantage and differentiation. This study seeks to answer the following question: “what is the impact of customer perceptions of the brand on customer loyalty، mediated by perceived value?” Theoretical formed model tests the relationships between the four main factors associated with the perception of brand equity (including brand image، company image، employee trust، and company trust) and value creation and customer loyalty. The model is tested using path analysis based on cluster random sampling and 385 observations. The results verify that service brand has positive effects on both service quality and perceived value that these factors will ultimately impact on customer loyalty. Also، the research findings confirm the negative impact of service cost on perceived value. Therefore، the efforts for a superior name in service organizations can be a proper action to improve customer perception of brand so that all these factors eventually contribute to retain current customers and attract potential ones that will lead to long term benefit for organizations.