The Study of Relationship Management with Customer and Quality Relationship, Brand Equity (Case Study: Rasht Tejarat Bank)
Journal Title: Journal of Science and today’s world - Year 2013, Vol 2, Issue 9
Abstract
In this research based on bank customers attitude was used the modeling structural equation method for explanation of the relationship between customer relationship management variables, relationship quality and the value of brand equity dimensions. Standardized questionnaire was designed, and 270 questionnaires was distributed and collected. The result of data analysis was shown which directly customer relationship management and relationship quality (β=0.42) and indirectly is effective on the value of brand equity dimensions. Also the result of this research was shown that awareness of relationship quality, brand image, perceived quality and brand loyalty with the regression coefficient is effective, 0.52, 0. 50, 0.29, 0.42.
Authors and Affiliations
Hamed Dehghanan, Reyhane Yosefi
Keywords
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