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Comparative comparison of the effect of brand trust of public and private banks on customers

Number of pages: 130 File Format: word File Code: 30644
Year: 2013 University Degree: Master's degree Category: Management
Tags/Keywords: Brand reliability - commitment - Customer behavior - Customer loyalty - Customer relationship management - satisfaction
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  • Summary of Comparative comparison of the effect of brand trust of public and private banks on customers

    Dissertation for Master's Degree in Business Administration, International Marketing

    Abstract

    The present study was conducted with the aim of comparative comparison of the effect of brand reliability on the customers of Sepeh Bank (the first Iranian bank) and Ehtezat Novin (the first private bank) in 2012. From the point of view of practical purpose and from the point of view of data collection, this study is descriptive-survey of correlation type and based on structural equations. The statistical population of the research consisted of customers of premium and first-class branches of Sepeh and Ekhetaz Novin banks in Tehran. Sampling was done based on the random method of classification and Cochran's formula for unlimited communities was used to determine the sample size and thus the sample size was estimated to be 384 people. In order to investigate the effect of brand trustworthiness on the research sample, firstly, the effect of the brand's perceptual variables including loyalty commitment, continuous commitment and satisfaction on customers' behavioral tendencies (customers' verbal recommendations as well as their desire to change banks) and then the effect of brand trustworthiness on the perceptual variables (satisfaction, continuous commitment and loyalty commitment) has been investigated and tested. The findings of the research show that the relationship between customer satisfaction and verbal recommendations has not been confirmed in Ekhtaz Novin Bank, and the relationship between customer satisfaction and their willingness to change banks has not been significant in Sepeh Bank. Nevertheless, the results obtained from other hypotheses show that brand reliability plays a very important and key role in improving customers' behavioral tendencies. Considering the role and influence of brand reliability on customer behavior, it is recommended that managers pay special attention to this category and always consider this important in customer relationship management and design more appropriate strategies and programs in line with the development of their loyal customers.

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Comparative comparison of the effect of brand trust of public and private banks on customers
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