Investigating the effect of customer-based brand equity on customer loyalty by considering the mediating role of customer satisfaction and trust (Case study: Bank Mellat ATM customers in Tehran)

Akbarzadeh, Aysan; MahmoudiMaymand, Mohammad

Investigating the effect of customer-based brand equity on customer loyalty by considering the mediating role of customer satisfaction and trust (Case study: Bank Mellat ATM customers in Tehran)

Document Type : Excerpt from master's thesis

Authors

aysan akbarzadeh ¹

mohammad MahmoudiMaymand ²

¹ Department of Business Management, Faculty of Management, Economics and Accounting, Payame Noor University, Tehran, Iran

² Associate Professor, School of Management, Economics and Accounting, Department of Business Management and IT Management, Payame Noor University, Tehran, Iran

Abstract

The purpose of this study is to investigate the effect of customer-based brand equity on customer loyalty by considering the mediating role of customer satisfaction and trust (Case study: Bank Mellat ATM customers in Tehran). The present study is a descriptive research in terms of applied purpose and in terms of data collection. To analyze the structural equation modeling method, Warp Piels software was used. The present research community is Bank Mellat ATM in Tehran. The time of the present study is the first half of 1398. A questionnaire was used to collect data. The results showed that the special value of customer-based brand by considering the mediating role of customer satisfaction has a significant effect on customer loyalty and also the special value of customer-based brand by considering the mediating role of trust had a significant effect on customer loyalty.

Keywords

Brand equity

customer loyalty

customer satisfaction

customer trust

Subjects