Article2011

THE INVESTIGATION AND ANALYSIS IMPACT OF BRAND DIMENSIONS ON SERVICES QUALITY AND CUSTOMERS SATISFACTION IN NEW ENTERPRISES OF IRAN

Mohammad Taleghani · Mahmood Samadi Largani · Seyyed Javad Mousavian

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

The objective of this paper is to test a general framework for building customer-brand relationship from an experiential view, which aims to describe the extent to which customer intention to repurchase a brand is influenced by brand relationship quality (brand satisfaction, trust, and commitment), service quality and brand experiences. The study was conducted on 258 respondents in Tehran, Iran and research results are analyzed by using structural equation modeling. As a result of this study, brand experiences, satisfaction, trust have positively effects brand loyalty. The research findings indicate that brand experience appears to be far more salient than brand constructs in shaping and building meaningful and long-lasting relationship with consumers.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Structural equation modeling in practice: A review and recommended two-step approach.1994The Commitment-Trust Theory of Relationship Marketing 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions

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2015Strategic Effects of Product Innovation, Service Quality, and Relationship Quality on Brand Equity 2015The Effects of Service Quality on Customer Satisfaction, Customer Delight, Trust, Repurchase Intention, and Word of Mouth

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