Relationship between Modern Banking Service and Specific Brand Value in Iranian Private Sector Banking (A case study: The branches of Parsian and Saman Banks in Shiraz)
Journal Title: Journal of Science and today’s world - Year 2013, Vol 2, Issue 11
Abstract
The purpose of present study is to evaluate the relationship between modern banking service and brand specific value in Iranian private sector banking. The branches of the banks in Shiraz were selected for this study due to their availability. The statistical population includes the customers of the private sector banking system in Shiraz (n=7506). The sample group (n=382) was selected randomly with proportionate stratified method. The questionnaire contained 52 items based on 5- item Lickert Method. The results showed that there is a positive and significant relationship between the perceived quality of modern banking services in the private sector banks by their customers and the banks specific brand value. It is noted that the study is applied form in terms of its goal and it is correlative with descriptive – heuristic approach.
Authors and Affiliations
Mirza Hassan Hoseeni , Alireza Moogheli, Farzaneh Ojee
Keywords
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