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Investigating the Impact of Service Quality Dimensions on Reputation and Brand Trust

Author

Listed:
  • Majid Esmaeilpour

    (Assistant Professor in Marketing Management, Department of Business Management, Persian Gulf University, Bushehr, Iran)

  • Amrollah Sayadi

    (M.A, Executive Management and Manager at Imam Khomeini Branch, Bank Saderat Iran, Bushehr, Iran)

  • Mahnaz Mirzaei

    (Master of Business Management, Persian Gulf University, Bushehr, Iran)

Abstract

Purpose - The objective of this study was to investigate the impact of service quality dimensions on brand reputation and brand trust in Iran's Saderat Bank. Design/methodology/approach: The present study is applied in terms of objective and results of study and correlational type of descriptive-survey in terms of nature and method of implementation. The Study Population included customers of Iran's Saderat Bank branches in Bushehr city. Since the population size was large, convenient sampling was used and 400 questionnaires were distributed among the customers of the bank. Structural equation modeling was used to analyze the data through Smart PLS software. Findings: The findings reveal that all dimensions of service quality (tangible factors, reliability, accountability, trustworthiness, and empathy) have a positive and significant impact on brand trust and brand reputation. Research limitations/implications: The population of the research was limited to Bushehr city (Iran). Other limitations relates to the data collection tool; the questionnaire has some disadvantages that can influence results. Therefore, we should be cautious in generalizing the findings. Originality/value: This research examines the impact of service quality dimensions and the level of impact of each dimension on brand reputation and trust, in order to identify the dimensions of service quality affecting brand reputation and trust, and to use them in branding. Thus, implementing the suggested actions to enhance the quality of services will have a positive impact on enhancing the brand reputation and brand trust in the banking industry.

Suggested Citation

  • Majid Esmaeilpour & Amrollah Sayadi & Mahnaz Mirzaei, 2017. "Investigating the Impact of Service Quality Dimensions on Reputation and Brand Trust," International Journal of Business and Economic Sciences Applied Research (IJBESAR), International Hellenic University (IHU), Kavala Campus, Greece (formerly Eastern Macedonia and Thrace Institute of Technology - EMaTTech), vol. 10(3), pages 7-17, September.
    • Handle: RePEc:tei:journl:v:10:y:2017:i:3:p:7-17
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    References listed on IDEAS

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    2. Jose Ribamar Siqueira & Michael Bendixen & Felipe Reinoso-Carvalho & Raffaele Campo, 2023. "Key drivers of brand trust in a Latin American airline: the impact of Colombia’s Avianca customer experience," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 186-201, June.

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    More about this item

    Keywords

    Service; Service Quality Dimensions; Brand Reputation; Brand Trust; Saderat Bank of Iran;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis

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