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STUDYING THE EFFECT OF BRAND LOYALTY ON CUSTOMER SERVICE IN KERMAN ASIA INSURANCE COMPANY

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Author(s): Gholamreza Jandaghi | Razieh Nafari Mehranjani | Mahdi Nik Seresht | Ali Mokhles

Journal: Australian Journal of Business and Management Research
ISSN 1839-0846

Volume: 1;
Issue: 7;
Start page: 152;
Date: 2011;
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Keywords: service brand | brand image | company’s image | employees’ confidence | company’s confidence | service quality | customer’s loyalty

ABSTRACT
Despite of remarkable interests in the nature and role of marketing application from servicing perspective, there are limited researches on service branding. By describing four major aspects of service branding, present study studies these aspects and their impacts on service conceived quality and finally it investigates the impact of service conceived quality on customer loyalty. Represented model includes the impact of brand traditional image along with other three impacts, that is, company image, employees’ confidence and company’s confidence. By using a 104-subject sample of Asia Insurance Company’s customers, the analyses show that brand image and company’s image have direct and positive impact on service conceived quality while a significant relationship is not seen between company’ confidence and employees’ confidence with service quality. Finally, the aspects of service brand impacts indirectly on customers’ loyalty via impacting on service conceived quality.

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