文章基本信息

标题：A study on the effect of Brand experience on Customer loyality in the Iranian Banking industry: A Case study on Melli bank
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作者：Abbas SalehArdestani ; Vahid Mirabi ; AfsharKazemi MohammadAli 等
期刊名称：Research Journal of Recent Sciences
电子版ISSN：2277-2502
出版年度：2014
卷号：3
期号：8
页码：130-136
语种：English
出版社：International Science Community Association
摘要：With the aim of studying the effect of brand experience on customer loyality in the Iranian banking industry the current study was carried out. The research method employed was an applied survey. The statistical universe of the study included all the individual and legal customers of Melli bank, with active current accounts for more than 5 years; a total of 1203117 customers. Research model was assessed through a 250-customer sample of Melli Customers chosen through random sampling. The independent variable was the brand experience including such factors as: sensory, affective, intellectual, and behavioural. The moderating variables were the customer satisfaction and brand personality, including such factors as sincerity, excitement, competence, sophistication, and ruggedness. The dependent variable was also the customer loyality. The data needed for the study was gathered through standard questionnaire. Through Lisrel, various structural equilibrium models as well as factorial analysis were carried out. The findings of this study do not show any effect of the brand experience on customer satisfaction and loyalty. Brand personality, however, positively effects customer satisfaction and loyalty. Finally, it should be mentioned that, customer satisfaction effect his loyalty in a positive way.
关键词：Brand;brand experience;brand personality;customer satisfaction;and customer loyalty