Studying the effect of perceived e-service quality and perceived security on brand equity

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khoon Siyavash Mohsen; Amirasl Elika; Mohamadipour Pamesari Majid

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2017 | Volume:12 | Issue:36 Page(s): 1-20

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Information Journal Paper

Title

Studying the effect of perceived e-service quality and perceived security on brand equity

Author(s)

khoon Siyavash Mohsen | Amirasl Elika | Mohamadipour Pamesari Majid | Issue Writer Certificate

Keywords

perceived qualityQ1

perceived securityQ2

online bankingQ2

trustQ2

satisfactionQ2

loyaltyQ2

brand equityQ1

Abstract

The purpose of this study is "Studying the effect of perceived e-service quality and perceived security on brand equity". The method used in this study from the point of purpose is applied research and from the point of matter is survey-descriptive research. The statistics population of this research was the students of Islamic Azad University Science and Research branch and Tehran Central branch. The sample size of the study is calculated according to the number of hidden variables and the hypotheses. Since the number of hidden variables and hypotheses is 15, 700 people is selected as the sample. The questions regard to the objectives of the study have been designed in Likert seven-option package. For data analyzing Spss22 software in two parts, descriptive and inferential statistics and to check normality of the distribution, and the hypotheses AMOS22 software is used. Delivery quality and outcome quality have been used as perceived e-service quality dimensions to investigate the process of using online services and also the outcome with which the customer is left. Based on the results obtained from the research, all of the research hypotheses are confirmed with confidence level of 95%. The results indicate that the perceived quality and perceived security formed through interaction with an online banking service positively affect customer trust and satisfaction, which in turn influence loyalty and brand equity. The results of this study suggests that marketing managers should pay attention to both the process of using the online service and the outcome of the process. Finally, they should provide their customers with the newest technology in order to secure the website. It is suggested that future researches examine different e-service quality measuring models and various statistical population in different industries.

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APA: Copy

khoon Siyavash, Mohsen, Amirasl, Elika, & Mohamadipour Pamesari, Majid. (2017). Studying the effect of perceived e-service quality and perceived security on brand equity. JOURNAL OF MARKETING MANAGEMENT, 12(36 ), 1-20. SID. https://sid.ir/paper/218974/en

Vancouver: Copy

khoon Siyavash Mohsen, Amirasl Elika, Mohamadipour Pamesari Majid. Studying the effect of perceived e-service quality and perceived security on brand equity. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2017;12(36 ):1-20. Available from: https://sid.ir/paper/218974/en

IEEE: Copy

Mohsen khoon Siyavash, Elika Amirasl, and Majid Mohamadipour Pamesari, “Studying the effect of perceived e-service quality and perceived security on brand equity,” JOURNAL OF MARKETING MANAGEMENT, vol. 12, no. 36 , pp. 1–20, 2017, [Online]. Available: https://sid.ir/paper/218974/en

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