文章基本信息

标题：Studying the Impact of Services Marketing Mix on Preferring a Brand by Customers. Case Study: Selected Branches of Mellat Bank in Isfahan Province
本地全文：下载
作者：Dr.Ali Kazemi ; Dr.Farzad Karimi ; Tahereh Aghababapour 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2013
卷号：3
期号：4
页码：151-162
出版社：Human Resource Management Academic Research Society
摘要：Importance of marketing in increasing of customers as well as customers' preference towards a brand has an undeniable role. Objective of this survey was to study the impact of services marketing mix on preferring a brand by customers. Therefore, marketing mix of services was used and impact of each one of its elements (seven elements) on degree of preference of Mellat Bank by customers was measured using t-test and in viewpoint of one-hundred thirty (130) customers as the statistical population of the survey.
关键词：brand; brand loyalty; services; brand preference; marketing mix