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Investigating the Service Brand, Customers Value and its Perspective

Author

Listed:
  • Fakhraddin Maroofi

    (University of Kurdistan)

  • Mohammad Nazaripour

    (University of Kurdistan)

  • Shahoo Maaznezhad

    (Islamic Azad University)

Abstract

As there is limited research about branding in this research closes this gap by developing and testing a theory of the influence of the service brand on the customer value–loyalty process. The model includes the traditional influence of brand image plus three additional influences that reflect the broader service perspective. Using analyses data of a sample of 227 banks customers, the analysis shows there is a direct influence of all the aspects of the brand on customers' perceptions of value. In addition brand image, company image and employee trust have a reflected influence on customer value through customers' conceptions of service quality. However the analysis shows that a service brand does not have a direct influence on customer loyalty but rather its influence is considered through customer value. This paper concludes with a discussion of the managerial and research implications.

Suggested Citation

  • Fakhraddin Maroofi & Mohammad Nazaripour & Shahoo Maaznezhad, 2012. "Investigating the Service Brand, Customers Value and its Perspective," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(4), pages 102-118, October.
    • Handle: RePEc:hur:ijaraf:v:2:y:2012:i:4:p:102-118
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    References listed on IDEAS

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    Cited by:

    1. Yakup Durmaz & Sinan Çavuºoglu & Özlem Özer, 2018. "The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(5), pages 528-540, May.
    2. Christina Catur Widayati & Sri Vandayuli Riorini, 2018. "Budget Hotel Performance Based on Customers’ Perspective and Competitive Strategy," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 241-252.
    3. Ryani Dhyan Parashakti, 2018. "Motivation of Work and Organizational Culture on Employees’ Performance," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 253-264.
    4. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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    More about this item

    Keywords

    Brand; Service; Image; Trust; Customer value; Customer loyalty;
    All these keywords.

    JEL classification:

    • L89 - Industrial Organization - - Industry Studies: Services - - - Other

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