THE RELATIONSHIP OF CORPORATE AND BRAND IMAGES, QUALITY OF SERVICES, CUSTOMER SATISFACTION WITH CUSTOMERS LOYALTY IN BANKING INDUSTRY

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BORHANI L.; NOURI A.; MOVLAVI H.; SAMAVATYAN H.

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Journal: Research in Cognitive and Behavioral Sciences Year:2014 | Volume:4 | Issue:1 (6) Page(s): 115-129

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Title

THE RELATIONSHIP OF CORPORATE AND BRAND IMAGES, QUALITY OF SERVICES, CUSTOMER SATISFACTION WITH CUSTOMERS LOYALTY IN BANKING INDUSTRY

Author(s)

BORHANI L. | NOURI A. | MOVLAVI H. | SAMAVATYAN H. | Issue Writer Certificate

Keywords

CORPORATE IMAGEQ2

BRAND IMAGEQ2

QUALITY OF SERVICEQ1

CUSTOMER SATISFACTIONQ2

CUSTOMER LOYALTYQ2

Abstract

This study aimed at investigating the relationship of corporate and BRAND IMAGEs, QUALITY OF SERVICEs, and CUSTOMER SATISFACTION with customer's loyalty in banking industry in Meybod. Data was collected through questionnaires from 180 customers of six banks. Measurement tools were Loyalty Scale, CORPORATE IMAGE Scale, BRAND IMAGE Scale, CUSTOMER SATISFACTION Scale and Service Quality Scale. The results of correlation and regression analysis indicated that positive relationships exist between loyalty and the following variables: corporate and BRAND IMAGEs, QUALITY OF SERVICEs and CUSTOMER SATISFACTION (p£0.008). Also satisfaction was the most powerful predictor of loyalty and addition of CORPORATE IMAGE and service quality significantly increased prediction of loyalty (p<0.01). BRAND IMAGE and age could not predict loyalty and were not entered into analysis.

Cites

THE EFFECT OF CUSTOMER SATISFACTION AND BRAND TYPE ON BRAND LOYALTY IN THE HOTEL INDUSTRY A CASE OF FIVE STAR HOTELS IN TABRIZ

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APA: Copy

BORHANI, L., NOURI, A., MOVLAVI, H., & SAMAVATYAN, H.. (2014). THE RELATIONSHIP OF CORPORATE AND BRAND IMAGES, QUALITY OF SERVICES, CUSTOMER SATISFACTION WITH CUSTOMERS LOYALTY IN BANKING INDUSTRY. RESEARCH IN COGNITIVE AND BEHAVIORAL SCIENCES, 4(1 (6)), 115-129. SID. https://sid.ir/paper/237501/en

Vancouver: Copy

BORHANI L., NOURI A., MOVLAVI H., SAMAVATYAN H.. THE RELATIONSHIP OF CORPORATE AND BRAND IMAGES, QUALITY OF SERVICES, CUSTOMER SATISFACTION WITH CUSTOMERS LOYALTY IN BANKING INDUSTRY. RESEARCH IN COGNITIVE AND BEHAVIORAL SCIENCES[Internet]. 2014;4(1 (6)):115-129. Available from: https://sid.ir/paper/237501/en

IEEE: Copy

L. BORHANI, A. NOURI, H. MOVLAVI, and H. SAMAVATYAN, “THE RELATIONSHIP OF CORPORATE AND BRAND IMAGES, QUALITY OF SERVICES, CUSTOMER SATISFACTION WITH CUSTOMERS LOYALTY IN BANKING INDUSTRY,” RESEARCH IN COGNITIVE AND BEHAVIORAL SCIENCES, vol. 4, no. 1 (6), pp. 115–129, 2014, [Online]. Available: https://sid.ir/paper/237501/en

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