The Effect of Bank Services Brand Equity: With the Intermediation of Customer Satisfaction

It is tremendously essential for the businesses to identify the factors which bring a long term competitive advantage foe their companies as well as the factors which cause brand equity to improve. It is worth mentioning that these factors are not just the tangible ones. The following research surveys the effect of service quality and customer satisfaction on brand equity in the banking industry. The survey has been conducted on 395 bank customers by using the path analysis and factor analysis techniques. The results show that the service quality not only directly enhances brand equity, but also it helps brand equity improve by affecting customer satisfaction. Determining the position of the dimension of each concept of this resarch based on importance-situation matrix, and providing practical offers are other important factors of this research. Based on the gained results, the dimensions of tangibility, trust, and awareness are considered less important in the banking industry.

کلیدواژه ها:

Service Quality ، Customer Satisfaction ، Brand Equiy ، Importance-Situation Matrix