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A study on the effect of Brand experience on Customer loyality in the Iranian Banking industry: A Case study on Melli bank

Author Affiliations

  • 1Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, IRAN
  • 2Department of Management, Qeshm International Branch, Islamic Azad University, Qeshm, IRAN

Res. J. Recent Sci., Volume 3, Issue (8), Pages 130-136, August,2 (2014)


With the aim of studying the effect of brand experience on customer loyality in the Iranian banking industry the current study was carried out. The research method employed was an applied survey. The statistical universe of the study included all the individual and legal customers of Melli bank, with active current accounts for more than 5 years; a total of 1203117 customers. Research model was assessed through a 250-customer sample of Melli Customers chosen through random sampling. The independent variable was the brand experience including such factors as: sensory, affective, intellectual, and behavioural. The moderating variables were the customer satisfaction and brand personality, including such factors as sincerity, excitement, competence, sophistication, and ruggedness. The dependent variable was also the customer loyality. The data needed for the study was gathered through standard questionnaire. Through Lisrel, various structural equilibrium models as well as factorial analysis were carried out. The findings of this study do not show any effect of the brand experience on customer satisfaction and loyalty. Brand personality, however, positively effects customer satisfaction and loyalty. Finally, it should be mentioned that, customer satisfaction effect his loyalty in a positive way.


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