A Study of the Relationship between Quality of Service and Brand Equity (Case Study: Customers of Bank Melli of Guilan province)
Message:
Article Type:
Research/Original Article (بدون رتبه معتبر)
Abstract:
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.
Language:
Persian
Published:
Journal of Services Operation Management, Volume:1 Issue: 1, 2018
Pages:
119 to 140
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