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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, Gholamreza Jandaghi. Research paper on marketing of financial services PDF Download Full PDF Package This paper. A short summary of this paper. 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 Vol 3 No 3 June Survey the Role of Brand in Formation of Customer Loyalty in Financial Services Marketing by the Approach of Small Firms Case Study of Iran Melli Bank Gholamreza Jandaghi Professor, Faculty of Management, Qom College, Iran Email: jandaghi ut.
ir 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, research paper on marketing of financial services, relationship between satisfaction, value, resistance to change, affect, trust and brand equity with customer loyalty has been hypothesized.
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.
com appropriate relationship between constructs such as brand equity and customer loyalty, particularly in relation to myriad of known antecedents to customer loyalty in the marketing literature Taylor,p. Marketing concept implies that industry is formed based on customer satisfaction not producing goods.
Thus, in this study, we assess the relative importance of many the known antecedents to customer loyalty, including brand equity, in financial service marketing. Our study contributes to existing knowledge by simultaneously assessing the relative influences of satisfaction, value, resistance to change, brand affect, trust on perception of customer loyalty using structural equation analysis. Thus we are able to gain insight as to the relative important to the formation of customer loyalty in our research setting.
Problem Statement One of the most important issues in mix product strategy of firms is brand equity. Companies do long- term and wide- range investment on brand especially through advertising, promotion and packaging. They know that their market power is raised from brand equity and strong brand leads to customer loyalty. Most distinctive ability of company maybe is building, retaining and development of their brand equity Kapfereur,p. We propose customer behavior is affected by brand characteristic and contemporary business is in need of branding Javanmard,p.
If a company perceives brand equity as name, would not understand deep function which a brand has got in research paper on marketing of financial services. Result indicates that customer perception of quality of product and services are associated with the brand image, and customer loyalty and perception is dominated by company reputation Esmaeelpour,p.
Researches show that cost of attracting a new customer far exceeds that of retaining loyal customer Javanmard,p.
Any inappropriate and inconstancy supporting cause marketing attempt to fail. Of course mentioned issue work in financial institute and banks setting. Thus it is essential for firm to increasing and developing and their presence; evaluate and revise the role of brand equity in formation of customer loyalty and formulate marketing strategy in direction to built strong brand and in comparison with competitors, research paper on marketing of financial services.
In this regard, we wish to examine the role that the brand can play in customer loyalty, as well as in industrial setting small firms of Melli Bank of Iran. Importance and necessity Importance and necessity of this research is due to importance of brand in marketing strategy and its role in attracting, retaining and supporting customer Simon and Sullivan, ,p. One of the most potentially important marketing concepts which have been extensively discussed over the past decade is brand equity.
Additionally, customer loyalty has competitive advantages for research paper on marketing of financial services. Customer loyalty ensures survival of firm versus can lead a firm to collapse, especially in industrial market. Thus signifying with focus on building loyalty, help companies to fortify their position in future and compete efficiently with giant international companies which has been spread worldwide Tempural,p. This explores the essential strategic consideration for companies contemplating the development of their presence in market related to role of brand equity in building loyalty and investigate what construct of brand equity strengthen brand loyalty.
Framework and research model As situational influences and marketing efforts having the potential to cause switching behaviors, Customer brand loyalty is generally considered the ultimate desirable marketing-based outcome form strategic marketing activities Taylor,P.
Loyalty is sophisticated construct. Oliver b, p. Oliver suggests that ultimate customer loyalty y is a function of perceived product superiority personal fortitude social bondingand their synergistic effects ، His arguments generally support the assertion that measures of loyalty that are constrained only to repurchase considerations fail to capture the richness of the loyalty construct. Keller acknowledges that brand loyalty has that historically often been simplistically measured behaviorally simply via repeat purchase behaviors.
However, he also acknowledges that customer loyalty can be viewed more broadly than reflected by simple purchase behaviors. Yet, Different research framework in marketing concept has been designed to test customer loyalty.
Zhaohua Deng et. This construct has been shown in fig. But note that these factors are not affected by brand equity. com Figure, research paper on marketing of financial services. Customer loyalty in the current research precieved as a function of both behavioral and attitudinal loyalty. They suggest satisfaction, vlaue, resistance to change, affect, trust and brand equity are construct of brand which affect customer loyalty in B2B industry.
Figure 2 present antecendet of customr loyalty. The purpose of this study is assessing the relationship between constructs of this model in formation of customer loyalty within the context of financial service marketing setting. Constructs and research hypothesis 1. Thus this leads to our first research hypothesis: H1: Customer loyalty is positively related to satisfaction. Cronin et al. This leads to our next hypothesis: H2: research paper on marketing of financial services loyalty is positively related to value.
The next variable in our research model involves resistance to change. The extant literature generally accepts that commitment is central to relationship marketing. Gilliland and Bello propose a model that attempts to link commitment to trust and loyalty by envisioning trust as an antecedent to calculative commitment and loyalty commitment. Pritchard et al. These authors extend considerations of commitment by arguing that research paper on marketing of financial services to change is the root tendency of commitment as well as the primary evidence of commitment.
These authors further present evidence that resistance to change is a key antecedent to loyalty. We therefore include resistance to change in our model via the following hypothesis: H3.
Customer loyalty is positively related to resistance to change 4. Bagozzi et al. They are known to influence information processing, mediate responses to persuasive appeals, measure the effects of marketing stimuli, enact goal-directing behaviors, and serve as ends and measures of consumer welfare. com assert that an area neglected by marketers is the role of emotions in marketing exchanges and relationships.
This leads to our next hypothesis: H4. Customer loyalty is positively related to affect. One of the other variables that has related with customer loyalty, is trust. In other hand, Trust is defined as a willingness to rely on an exchange partner in whom one has confidence.
then, trust is an antecedent to commitment Taylor,p. This emerging evidence forms the basis for the following research hypotheses: H5. Customer loyalty is positively related to brand trust. Our final construct involves brand equity. Aakerp. Kellerresearch paper on marketing of financial services, p.
the differential effect that brand knowledge has on consumer response to the marketing of that brand. He argues that a brand possesses positive customer-based brand equity when customers react more favorably to a brand identified product and the way that it is marketed as compared to when it is not, research paper on marketing of financial services.
Brands can also possess negative customer-based brand equity, expressed when consumers react less favorably to the marketing activities associated with a brand, as compared to an unnamed or fictitious named version of the product. Keller further states that one of the characteristics of brands possessing strong brand equity is stronger brand loyalty.
This position appears consistent with that of Aaker who argued that brand loyalty could be considered both a dimension and an outcome of brand equity. This forms the basis for our final research hypothesis: H6.
Customer loyalty is research paper on marketing of financial services related to brand equity. For assessing this relatiohsip, questionarie was designed with items involve five-item Likert-type scale items. Validity was confirmed by experts.
The results in Table I demonstrate that the measures used in the current study all exceed the commonly accepted standard of coefficient alpha. Resistance Brand Variable Loyalty satisfaction value affect trust to change equity research paper on marketing of financial services 0.
Sample size consist of firms which was selected by one-stage cluster sampling. Based on collected data from 30 questionarie distributed, population variance was estimated and then sample size was calculated by following equation: Because of obtained sample was representive of population interest, one stage cluster sampling was employed by dividing population into five gographical regions; north, south,center, east and west, research paper on marketing of financial services.
Regions 3, 6, 10, 13 and 20 were selected by random.
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Creating And Marketing Innovative Products And Services Essay Words | 7 Pages. Assignment: WD By: Heath Dreyer Date: 10/26/ Outline: WD was created in as the 40th iteration of an attempt to make a corrosion preventing solution for missile covers Purpose This study aims to test a proposed model based on a combination of the relationship marketing and service quality dimensions as predictors of corporate image and customer loyalty via corporate reputation in the Takaful context. More importantly, this study compares the Takaful operators’ services with the perceived service quality and the relationship marketing from the In its activity, is focused primarily on excellent Research Paper On Marketing Of Financial Servicesquality of services provided in essay help, as well as in term papers writing, dissertations writing, research papers and other educational works. Have Top 2%Experts Write Your Essay. 95%/10()
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