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Survey the Role of Brand in Formation of Customer Loyalty in Financial Services Marketing by the Approach of Small Firms

Author

Listed:
  • Gholamreza Jandaghi

    (Professor, Faculty of Management, Qom College, Iran)

  • Alireza Amini

    (Faculty of Management, Qom College, Iran)

  • Parvaneh Pirani

    (Faculty of Management, Qom College, Iran)

  • Zahra Amini

    (Al-Zahra University, Iran)

  • Hasan Kharazi

    (Faculty of Science, Imam Hossien University, Tehran, Iran)

Abstract

One of elements which have received considerable attention in relationship marketing is customer loyalty. Brand is one of construct contributes to the formation of customer loyalty. Thus this study investigates the relationship between customer loyalty and brand. In this regards, using conceptual model, relationship between satisfaction, value, resistance to change, affect, trust and brand equity with customer loyalty has been hypothesized. Data was collected from 193 firms in 22 regions of tehran, which were selected by one-stage cluster sampling, receiving Melli Bank of Irans services. Hypothesis was tested by Spearman correlation coefficient and structural equation analysis. Results indicate that brand equity and trust are the most important factors affecting behavior and attitude patterns of customer loyalty. While there is also evidence that the models underlying the formation of behavioral versus attitudinal forms of customer loyalty may vary across research settings.

Suggested Citation

  • Gholamreza Jandaghi & Alireza Amini & Parvaneh Pirani & Zahra Amini & Hasan Kharazi, 2011. "Survey the Role of Brand in Formation of Customer Loyalty in Financial Services Marketing by the Approach of Small Firms," Far East Journal of Psychology and Business, Far East Research Centre, vol. 3(4), pages 50-61, June.
    • Handle: RePEc:fej:articl:v:3c:y:2011:i:4:p:50-61
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    More about this item

    Keywords

    Brand equity; customer loyalty; financial service marketing;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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