INVESTIGATING THE EFFECT OF BRAND CREDIBILITY ON CUSTOMER LOYALTY IN THE IRANIAN BANKING INDUSTRY

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HEIDARZADEH K.; GHAFARI F.; FARZANEH S.

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Journal: Journal of Management Future Research Year:2011 | Volume:22 | Issue:88 Page(s): 69-88

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Information Journal Paper

Title

INVESTIGATING THE EFFECT OF BRAND CREDIBILITY ON CUSTOMER LOYALTY IN THE IRANIAN BANKING INDUSTRY

Author(s)

HEIDARZADEH K. | GHAFARI F. | FARZANEH S. | Issue Writer Certificate

Keywords

BRAND CREDIBILITYQ2

CUSTOMER LOYALTYQ2

SATISFACTIONQ2

COMMITMENTQ2

BEHAVIORAL INTENTIONSQ2

Abstract

Customer churn is an ever-growing issue in the relational services sector, where business models ultimately depend upon long-term relationships with customers as the basis for profitability.Businesses in this sector tend to view SATISFACTION and service quality as the key tools for increasing customer retention. The present study investigates the relations between BRAND CREDIBILITY, SATISFACTION, loyalty COMMITMENT, continuance COMMITMENT, word-of-month recommendations and switching propensity. Our population includes industries and companies in five economic categories. We obtained a sample of 384 four shops located in the shipping centers of selected industries in Tehran. The data were from a questionnaire, and the hypotheses were tested using structural equation modeling. Our findings show that BRAND CREDIBILITY has a positive impact on SATISFACTION, continuance COMMITMENT and loyalty COMMITMENT. SATISFACTION enhances word-of-mouth recommendations and loyalty COMMITMENT. Continuance COMMITMENT has a negative impact on switching propensity. There is no significant relation between loyalty COMMITMENT and word-of-mouth recommendations or switching propensity. SATISFACTION does not have a negative impact on switching propensity.

Cites

STUDYING THE RELATIONSHIP BETWEEN BRAND AND CONSUMER (CASE STUDY: ELECTRICAL HOME APPLIANCE)

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APA: Copy

HEIDARZADEH, K., GHAFARI, F., & FARZANEH, S.. (2011). INVESTIGATING THE EFFECT OF BRAND CREDIBILITY ON CUSTOMER LOYALTY IN THE IRANIAN BANKING INDUSTRY. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), 22(88), 69-88. SID. https://sid.ir/paper/204186/en

Vancouver: Copy

HEIDARZADEH K., GHAFARI F., FARZANEH S.. INVESTIGATING THE EFFECT OF BRAND CREDIBILITY ON CUSTOMER LOYALTY IN THE IRANIAN BANKING INDUSTRY. JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH)[Internet]. 2011;22(88):69-88. Available from: https://sid.ir/paper/204186/en

IEEE: Copy

K. HEIDARZADEH, F. GHAFARI, and S. FARZANEH, “INVESTIGATING THE EFFECT OF BRAND CREDIBILITY ON CUSTOMER LOYALTY IN THE IRANIAN BANKING INDUSTRY,” JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), vol. 22, no. 88, pp. 69–88, 2011, [Online]. Available: https://sid.ir/paper/204186/en

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