EXPLAINING THE IMPACT OF SERVICE QUALITY ON IDENTITY AND BRAND PERSONALITY
Journal Title: Polish Journal of Management Studies - Year 2017, Vol 16, Issue 2
Abstract
The aim of this research was to evaluate the impact of service quality dimensions on identity and brand personality in Iran Insurance Company. This research is an applied research in terms of results and correlational type of descriptive-survey in terms of the nature and methodology. The research population included buyers of insurance services of Iran Insurance Company in the city of Shiraz. Due to the large size of population, available sampling method was used in this research. The statistical sample size based on unlimited population Cochran Formula was determined to be 384 people. Data were collected through a questionnaire. For the analysis of data, structural equation modeling was used. The results showed that five dimensions of service quality including tangible factors, reliability, assurance, responsiveness, and empathy have positive and significant impact on brand identity. In addition, all these dimensions, except for responsiveness, have positive impact on brand personality.<br/><br/>
Authors and Affiliations
Majid Esmaeilpour, Motahareh Hoseini
Keywords
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- EP ID EP248674
- DOI 10.17512/pjms.2017.16.2.08
- Views 104
- Downloads 0
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