The Relationship of Corporate and Brand Images, Quality of Services, Customer Satisfaction with Customers Loyalty in Banking Industry

Abstract

This study aimed at investigating the relationship of corporate and brand images, quality of services, and customer satisfaction with customer’s loyalty in banking industry in Meybod. Data was collected through questionnaires from 180 customers of six banks. Measurement tools were Loyalty Scale, Corporate Image Scale, Brand Image Scale, Customer Satisfaction Scale and Service Quality Scale. The results of correlation and regression analysis indicated that positive relationships exist between loyalty and the following variables: corporate and brand images, quality of services and customer satisfaction (p≤0.008). Also satisfaction was the most powerful predictor of loyalty and addition of corporate image and service quality significantly increased prediction of loyalty (p<0.01). Brand image and age could not predict loyalty and were not entered into analysis.

Keywords

• corporate image
• brand image
• quality of service
• customer satisfaction