Evaluation of Effect of Brand on customer loyalty in the banking industry
نویسندگان
چکیده
Customer loyalty is a component with considerable focus on by relationship-oriented marketing. Firm brand is one of the factors that play significant role in creating brand loyalty. Therefore in this research, we studied brand effect on customer loyalty. Also in this research, we examined customer satisfaction, loyalty, perceived quality and brand equity (brand value) in relation to customer loyalty. We have collected all required data by distributing questionnaires among customers of the Parsian Bank and also we have used the Pearson correlation coefficient and regression for data analysis. Results show that there is a positive relationship between brand of the Parsian Bank and customer satisfaction and loyalty. Brand equity or brand value satisfies the customers and leads to customer loyalty.
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