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Investigating the effects of service quality, communication and brand experience on brand ownership and customer purchase considerations

Number of pages: 196 File Format: word File Code: 30627
Year: Not Specified University Degree: Master's degree Category: Management
Tags/Keywords: Belonging to the brand name - Brand experience - Communication - Purchase considerations - Quality of service - satisfaction - Self-image of the individual - Trademark - Trust in the brand name
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  • Summary of Investigating the effects of service quality, communication and brand experience on brand ownership and customer purchase considerations

    Dissertation for Master's Degree in Business Administration ((M.A

    Treatment: Marketing

    Abstract

    ) Today, brand names are very important in consumer markets. They are among the most valuable intangible assets and are the link between consumers of a company, consumers also trust the brand name and become loyal to them, so the brand name acts as a mechanism. which involves the understanding of the long-term relationship between the buyer and the seller. But the current study raises the question of whether the types of experience and relationship of experiences, communication and service quality create trust and satisfaction with the brand name. Therefore, the present research examines the effects of service quality, communication and brand experience on the customer's brand and purchase attention. The brand name and the brand and the purchase attention of customers in Mehr Ekhetaz branches in Tehran. The hypotheses of this research are to examine the relationship of service quality, communication and brand experience on trust in the brand name and satisfaction, as well as the effect of trust in the brand name and satisfaction on the brand name and brand loyalty, and finally to investigate the effects of the individual's self-image and brand name and brand loyalty on the purchasing attention.

    are in Tehran, the sampling method used in this research is random sampling. For this purpose, in order to collect information, 400 questionnaires were distributed among customers receiving banking services in more than 8 points in Tehran, and to analyze the data and find relationships between research variables, T-test and 2 methods of confirmatory factor analysis and structural equation models were used. The results of the present research show the positive and significant effect of service quality and brand communication on brand name trust and satisfaction, as well as the positive and significant effect of trust in the name and The brand and the individual's self-image and belonging to the brand show the purchase attention.

    Key words: service quality, communication, experience of the brand and brand, trust in the brand and brand, satisfaction, belonging to the brand and brand, individual's self-image and purchase considerations

    Introduction

    In the classical literature of economics, labor, capital and land (raw materials) are the three main elements of production and the main sources of wealth. comes In the traditional methods of industrial accounting, to calculate the sales price, the cost of wages, raw materials and overhead are added together with a reasonable amount of profit, but none of these two models are able to explain how a Rolex watch with the same performance, quality and beauty is sold for three times the price of a Seiko watch? Modern marketing approaches explain this phenomenon with the identity that the brand name brings to the customer.

    The role of the brand name or trade title in influencing and staying in the consumer markets is quite clear and evident for the producers of goods and services. Economic and social experts believe that when a commercial product with its special name and brand in the consumer markets attracts the trust of buyers, it has actually caused the loyalty of consumers to continue buying that product. Therefore, trusting a brand name means loyalty to the produced product and is a suitable tool for continuing the demand for its purchase. On the other hand, when the consumers of a particular product trust its quality and type of supply and remain loyal to the brand name of that product, they guarantee the sales profit and wealth resulting from the production of that product for the manufacturing industries. Therefore, names and trademarks are trust builders that create wealth for their manufacturing industries.

    Statement of the problem

    Nowadays, the name and trademark are very important in consumer markets. They are among the most valuable intangible assets and are the link between the consumers of a company, the consumers also trust the brand name and become loyal to them. With the segmentation, complexity and fierce competition in the markets, the traditional manufacturers of brand names and logos have been forced to pay more attention to designing and maintaining long-term relationships with consumers.Therefore, they seek to use relational marketing (Sheth and Parvatyar [1], 1995; Rast, Zeitamel and Lemoman [2], 2004).  Therefore, the brand name acts as a mechanism that involves understanding the long-term relationship between the buyer and the seller (Davis, Oliver and Brody[3], 2000; Furnese[4], 1998; Rao and Ruckert, 1994).

    The current field study conducted using real consumers raises the question whether different consumers prefer different experiential attractions? And whether the types of experience and the relationship of experiences create trust and satisfaction with the brand name? In such a situation, brand experiences are embodied as feelings, emotions, cognitions, and behavioral reactions that are called by the stimuli associated with the brand and form part of the design and identity, packaging, communication, and environment of the brand. On the other hand, recent findings have shown that the image of the name and brand, along with the customer's understanding of its concept, is one of the key components affecting the customer's purchase decision, and focusing on the benefits of the product is the most important element in creating a successful image or brand. Service quality is also defined as the degree of differentiation between the customer's normal expectations of services and their perceptions of the performance of those services (Gronros [5], 1984). Therefore, companies can create satisfaction, trust, attachment and loyalty to the brand by examining the experiences of the brand and its communications and increasing the quality of the services provided. Attachment to the brand name includes thoughts and feelings about the brand name and the relationship between brands and the sample itself (Mikolaniser [6], 2007). Brand loyalty is the consumer's preference to buy a specific brand in a product class, and loyalty to the brand is determined by the attitudes and habits of the brand (Jacobi and Keynes, 1973). In the current research, we present the effects of service quality, communication and brand experience to create a long-term relationship between the brand and the consumer with loyalty, satisfaction and trust, and finally purchase attention.

    This research was conducted on 400 respondents. As a result of this study, experiences, service quality, trust and satisfaction with the brand name have a positive effect on loyalty to the brand name.

    Therefore, the main issue in this research is the lack of importance of the effects of service quality, communication and brand experience on brand loyalty and customer purchase considerations in Bank Mehr Ekhedat. Using the analytical model of the research, the researcher has investigated the effect of the quality of financial services, the way of establishing relationships with customers and the experience of the bank's name and brand on customer satisfaction and trust, and finally the attentions related to receiving financial services.

    1-3 The importance and necessity of conducting research

             Today, with the emergence of new banks and financial and credit institutions and diversity in the provision of financial products and services, the use of a good and effective brand name that can provide high-quality services and establish communication Effectively with customers and creating a positive experience, gaining the trust and satisfaction of customers can be considered as a key and influential factor in increasing the ability to provide financial services. Banks and financial and credit institutions always try to attract new customers by creating diversity in financial and credit products and services. But what has always been a concern for bank managers is how to maintain and maintain old customers and make them loyal to the bank by providing good financial services and paying attention to the financial services received, while attracting new customers.

    Therefore, today, competition to improve the quality of services is known as a key strategic issue for organizations that operate in the service sector such as banks. Organizations that achieve a higher level of service quality will have higher levels of customer satisfaction as a prelude to achieving sustainable competitive advantage. The banking system, which is one of the components of every country's economy in a market-based economy and has a heavy responsibility, is not exempt from this.

    To compete in today's turbulent environment, today's banks have to pay special attention to the quality of their services. This will lead to more customers, attracting new customers and improving financial performance and profitability

  • Contents & References of Investigating the effects of service quality, communication and brand experience on brand ownership and customer purchase considerations

    Page Title

    Chapter One- Research Generality

    1-1- Introduction. 3

    1-2- statement of problem 3

    1-3 importance and necessity of conducting research. 5

    1-4- research objectives. 6

    1-4-1- The main goals. 6

    1-4-2- Sub-goals. 6

    1-5- research hypotheses. 7-6-1 Research methodology 8-1-6-1- Conceptual model of research. 8- 1-6-2- Data collection methods and tools 9- 1-6-3- Statistical population, sampling method and sample size. 9

    1-6-4- Data analysis methods and tools 10

    1-7- Definition of technical words and terms. 11

    Chapter Two: Overview of the conducted research

    2-1- Thematic literature of the research. 14

    2-1-1- Introduction.. 14

    2-1-2- Definition. 14. 2-1-3- The value of brand name and brand. 16. 2-1- 4- Reasons for consumer confidence in brand name and brand. 17. 2-1-5- Desirable features of each brand name. 18. 2-1-6- Pleasant qualitative aspects in Choosing a brand name. 19

    2-1-7- Brand name and brand strategies. 20

    2-1-8- Expanding the scope of the product. 20

    2-1-9- Multiple trade names. 21

                         2-1-19- New names and trade marks. 21

    2-1-11- Measuring the size of the brand name. 22

    2-1-12- Intellectual focus on the brand name. 22

              2-1-13- Sizes focused on the brand name. 23

    2-1-14- Creating a brand name. 24

    2-1-15- The power of names and specialized trademarks. 24

                                                            2-1-16- Converting trade names into symbols 25                    

                                                                                                                                             2-1-17- Laws of stabilization of trade names. 26

    2-1-18- Personality of the brand name. 28

    2-1-19- Brand experience. 30

            2-1-20- Completeness of the experience of the brand name and brand created 33

            2-1-21- Phonetic coloring of the experience of the brand name and brand. 33

    2-1-23- Brand name and brand communication. 35

    2-1-24- Integrated Communications of the Business Name and Badge .37

    2-1- 25- Service. 40

    2-1-26- Quality of service. 41

              2-1-26- 1- The concept of service quality. 41

                   2-1-26-2- dimensions of service quality. 42

                    2-1-26-3- Reasons for organizations to provide quality services. 43

                     2-1-26-4- The main components of quality. 45

                   2-1-26-5- Theory of non-confirmation of service quality. 45

    2-1-27- Trust in brand name. 46

                 2-1-27- 1- The role of trust in the name and trademark on the special value of the name and trademark. 47

    2-1-27-2- Classification of trust. 48

    2-1-28- Consumer satisfaction 54

    2-1-28-1- Dimensions of customer satisfaction. 56

                2-1-28-2- Models of customer satisfaction formation. 57

    2-1-28-3- Ensuring consumer satisfaction and its benefits. 58

           2-1-28-4- Direct path from satisfaction with brand name and brand to trust in brand name and brand 59

            2-1-28-5- Indirect path from satisfaction with brand name and brand to trust through Uebv.59

    2-1-29- Loyalty to the brand name. 59

           2-1-29-1- Loyalty review. 62

         2-1-29-2- Loyalty to the brand. 65

                    2-1-29-3- Brand loyalty approaches. 66

                   2-1-29- 4- Loyalty classification based on two variables of attitude and behavior. 67

           2-1-30- Customer value. 70

                   2-1-30-1- Identifying consumers who are loyal to the brand 70

           2-1-31- The relationship between customer satisfaction and loyalty to the brand name. 72

                2-1-32- The relationship between attitude and behavior with loyalty to the brand name. 72

    34-2-1- Belonging to and attachment to the brand 74

    35-2-1- Consumers' knowledge of brand name and shopping behavior. 77

                 2-2- Background of the research. 79

                      2-2-1- Research conducted. 82

    Chapter three: materials and methods

    3-1- Introduction. 85

    3-2- Research method and steps. 85

    3-2-1- In terms of the purpose and nature of the research. 85

    3-2-2- Type of research in terms of data collection 85

    3-2-3- Information collection tool. 86

    3-2-4- Statistical population, sampling method and sample size. 86

    3-3- Validity and reliability of the research tool. 87

    3-3-1- Reliability of measurement tools. 88

          3-3-2- Reliability (reliability) of the measuring instrument of the questionnaire. 88

                     3-3-2-1- Content validity 88

                     3-3-2-2- Structure validity 89

     

    Chapter four: Results

    4-1- Introduction. 91

    4-2- Reliability of measurement tools. 92

    4-3- Descriptive statistics. 93

    4-3-1- Examining the characteristics of the statistical population in terms of gender. 104

    4-3-2- Examining the characteristics of society in terms of age. 104

          4-3-3- Examining the characteristics of society in terms of education status. 105

    4-4- Inferential statistics and checking the status of research variables. 105

        4-4-1- Checking the status of the variables 106

                     4-4-1-1- The status of the service quality variable. 106

                    4-4-1-2- The state of the experience variable. 107

                    4-4-1-3- variable status of communications. 108

                    4-4-1-4- State of trust variable. 109

                    4-4-1-5- The variable state of satisfaction. 110

                 4-4-1-6- The variable state of self-image 111

                   4-4-1-7- The variable state of affiliation. 112

            4-4-1-8- The variable state of purchase considerations. 113

    4-4-2- Confirmatory factor analysis. 114

           4-4-2-1- Evaluation of the measurement part of the model. 114

    4-4-2-1-1- Factor analysis of quality variable. 115

               4-4-2-1-2-Experience variable factor analysis. 118

                        4-4-2-1-3- factor analysis of communication variable. 121

                      4-4-2-1-4-Factor analysis of trust variable. 124

             4-4-2-1-5- factor analysis of satisfaction variable. 127

             4-4-2-1-6- Factor analysis of self-concept variable 130

                    4-4-2-1-7- Factor analysis of affiliation variable. 133

    4-4-2-1-8- factor analysis of the purchase attention variable. 137

      4-4-3- Modeling structural equations. 138

             4-3-3-1- Test of research hypotheses. 142

            4-3-3-2- R2 coefficient analysis. 147

    Chapter Five - Discussion and Conclusion

    5-1- Introduction. 149

    5-2- Conclusion of the hypotheses 149

    5-3- Suggestions of the researcher to the studied organization. 158

    5-4- Suggestions based on research findings. 158

    5-5- Suggestions for future researchers 159

    List of English sources. 160

    List of Persian sources. 162

    Appendixes. 163

    English abstract

    Source:

    English reference list

    Aaker, David A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name.

Investigating the effects of service quality, communication and brand experience on brand ownership and customer purchase considerations
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