The Relationship of Corporate and Brand Images, Quality of Services, Customer Satisfaction with Customers Loyalty in Banking Industry
Year: 2014
Type: article
Study design: Observational Study
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.
Authors: *L. Borhani, A. Nouri, H. Movlavi, H. Samavatian
Institution: University of Isfahan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2265911511