Investigating the Relationship between Service Brand Equity and Customers' Purchasing Behavior in Lamerd Cement Factory
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 4
Abstract
The aim of this study was to investigate the Investigating the relationship between service brand equity and customers' purchasing behavior in Lamerd Cement Factory. This study is applied and in terms of data collection is descriptive - correlation. The population of this research is all customers of Lamerd Cement Factory in 2016-2017. In this study, using a simple random sampling method was used and the sample of 384 was selected. In this study, two questionnaires Krystallis et al (2013) service brand equity questionnaire and Sweeney and White (2008) questionnaire to confirm the effect of branding on customers' purchase behavior were used. The validity of the questionnaire was confirmed by expert’s research as well as using factor analysis of the questionnaire validity and impact of brand equity 0.88 brand services on purchasing behavior of customers was 0.84 and its validity was confirmed. The reliability of the service brand equity questionnaire 0.83 and brand impact on the purchasing behavior of customers questionnaire using Cronbach's alpha 0.86 calculated. The data were analyzed using descriptive and inferential statistics. Study results showed that there is a significant relationship between the service brand equity and customer purchasing behavior. Study results showed that there is a significant relationship between the service brand equity and customer purchasing behavior. There were no significant differences between the perspective of male and female customers on the relationship between service brand equity, customer purchasing behavior in Cement Factory and Friedman's test results have shown that there are significant differences between the mean scores of the research components. The lowest average rating, the highest average value of the components of customer loyalty and customer satisfaction is also related to the component.
Authors and Affiliations
Mohammad Reza Sarai
Keywords
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