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

Gholamreza Jandaghi (), Alireza Amini (), Parvaneh Pirani (), Zahra Amini () and Hasan Kharazi ()
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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

Far East Journal of Psychology and Business, 2011, vol. 3 No 3 Paper 4 June, issue 4, 50-61

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.

Keywords: Brand equity; customer loyalty; financial service marketing (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2011
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