EFFECTS OF GAP (DISTANCE) PERCEIVED SERVICE QUALITY AND THE EXPECTED BASED THE BRAND EQUITY IN THE NATIONAL BANK BRANCHES OF TEHRAN

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1 EFFECTS OF GAP (DISTANCE) PERCEIVED SERVICE QUALITY AND THE EXPECTED BASED THE BRAND EQUITY IN THE NATIONAL BANK BRANCHES OF TEHRAN Mahmood Bagheri* 1 and Behnaz Khodayari Department of Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran Abstract: Improve service quality in recent years as one of the key issues in the field of marketing have been proposed. Many researchers have studied this topic in different industries. Brand building is a competitive strategy which can be managers in achieving organizational goals (both business profitability and customer satisfaction) help. Although they have attracted a lot of attention However, further research has covered areas the service sector is paid less. of service quality issues related to branding is. And managers to increase their knowledge in this area can improve the image of the customer's brand and improve. This study aims to explore the impact of service quality on brand equity gap, the banking industry is examined A survey of customers of National Bank branches in Tehran A standardized questionnaire was used to evaluate the research hypotheses. And by the views of the National Bank customers were asked about each of these factors. And before the final implementation to ensure the reliability and validity of a pre-test was conducted. In this study, descriptive statistics, correlation analysis and structural equation modeling was used to test the hypotheses. The results indicate that a National Bank customers' perceptions of service quality gaps and the expected impact on brand equity. (Main hypothesis) Brand loyalty has a significant impact on the service quality gap. (A secondary hypothesis) Service quality has a significant impact on brand awareness gap (second sub-hypothesis) significant impact on service quality gaps brand associations. (Third sub-hypothesis) Service quality has a significant impact on the perceived quality gap (fourth sub-hypothesis) Slots on the communion service quality has a significant impact (fifth sub-hypothesis) This study is based on research, Aaker (1993) and bile Aaker (1993), Howard (1994) and Berry (2000) performed. Keywords: brand equity, service quality gap, perceived quality, and quality is expected Introduction: All organizations, including the firm's financial and economic profit are required for growth and survival. But today's world features such as increased competition, rapid changes in technology, shortening the life of products and services, expanding its e-commerce and banking led to a huge challenge. Success requires the use of the opportunities and strategies that focus on the customer. So no organization can not satisfy the needs and demands of our customers and to achieve profitability. Products and services organizations are constantly changing, but the big brands still shine like a beacon in the turbulent waves (Cutler, 1999) Brand value as part of brand management, one of the most valuable asset of any organization is and what they do have a higher value in the minds of consumers, given the greater interests of the organization. Another approach organizations for achieving performance goals, is

2 to provide quality services. In this way, while reducing costs, level of satisfaction, customer loyalty, profitability levels, thereby increasing the overall performance of the organization (Karami, 2007). Customer satisfaction is considered a way to increase profits. The deciding factors in consumer marketing of researchers including Howard (1994) is located. Other studies show an organization that provides a better picture of the brand in the customer's mind. Agreed to appeal the decision to purchase products and services. Given the importance and impact of service quality, brand equity on profitability and performance objectives, in this study, the relationship between the two branches of the National Bank in Tehran is checked. It is hoped that the findings will be used by researchers and experts in the banking system. Statement: Service quality and brand equity are two important organizational strategy. Perceived quality is one of the five groups of assets that constitute the foundation of brand equity (Aaker, 1991). However, if there is a positive relationship between service quality and brand equity, then the quality of service can increase brand equity, thereby increasing prices (because of the difference compared to competitors) and subsequently increase profit organization ( Vajan sargol, 2007). Due to the increasing privatization of banks and increase the competitiveness of the banking system, Customer and its role in bank profitability was highly regarded experts and researchers. Strategic approaches such as branding and presentation quality of service is of utmost importance; So that many banks are in addition to changes including logo, colors and the shape and appearance, their motto and have attempted to provide higher quality services. The research is based on the model proposed by Aaker (1991), Keller (1993), Krvbayl (1993), Howard (1994) Weberian (2000) of the brand equity of the bank will be investigated. The question arises: whether the gap between perceived service qualities expected on brand equity is effective at National Bank branches in Tehran? Explaining the purpose of the research: According to the customers' profitability and market development banks, Banks will be successful in servicing clients in addition to providing a quality service and create a better picture of the brand in their minds. Marketing through customer's decision-making process to conduct their services. Overall, this research can be said as a practical scientific research, primary and secondary objectives under the following: The main objective of this research: Effect of service quality gap on brand equity. Secondary objectives: 1. Effect on brand loyalty and service quality gap 2. Effect of service quality gap on brand awareness

3 3. Effect on the association of their service quality gap 4. The effect of service quality on perceived quality gap of brand equity. 5. Effect of service quality gap Bursary brand assets (preferred) Research hypotheses The main hypothesis: Notch quality of service (perceived and expected) impact on brand equity. Alternative hypothesis: 1 notch quality of service (perceived or expected) on the impact of brand equity and loyalty. 2. The gap between the quality of service (perceived and expected) to be aware of the impact of brand equity. 3. The gap between the quality of service (perceived and expected) to associate the brand equity is affected. 4. The gap between the quality of service (perceived and expected) Perceived Quality of brand equity (preferred) influences. 5. Notch quality of service (perceived or expected) on other assets is the impact of brand equity. Literature: Madhokar and Rajan, a research on the quality of service in the banking industry: an assessment in a developing economy in India in 2012 came to the following conclusions: The overall results support a multi-dimensional structure of the scale model of the proposed service quality and Serval provides additional diagnostic information. The scale However, the five SERVQUAL model does seem to be quite effective and meaningful differences in the ability to predict the two measures. Moreover, although Serval should converge on the same credit, seems to have discriminant validity of SERVQUAL is higher. Analytical framework: The purpose of this study is to investigate the relationship between service quality and brand equity. According to the theoretical literature and presented an analytical model for the study is presented as following figure. This model is based on quality of service can be associated directly with brand equity. (Vajana Wa Sargvl, 2007). Analytical model study

4 Quality of Service The brand equity Perceived service quality Quality services expected Dimensions of The brand equity Quality of Service Tangible factors Reliability Accountability Confidence Perceived quality Brand loyalty Brand ad Brand associations Other assets Empathy Research methodology: The survey of applied in this research is descriptive. A subsidiary of National Bank in Tehran. For those who do this work for our sample of customers of banks, we assume an infinite population: Where P is estimated using the ratio of variable quality and q = p-1 is the previous studies. If p is not available it can be 0.05 adopted (Swarmed et al., 2009). The questionnaire used in this study is based on a standard questionnaire developed by researchers at three areas of service quality and brand equity is designed. The questionnaire contains 38 questions in three of the seven-point Likert scale at which the following (a number indicating the number seven represents strongly disagree strongly agree) was used: Analysis of data: In this study, descriptive statistics for demographic information and the distribution of research data used. Cronbach's reliability test was used to measure to accept the validity of each of the structures must be an

5 alpha of at least 0.7. To test the construct validity of the study used content analysis.the main hypothesis of this study is as follows. "Service quality gap impact on brand equity." The purpose of this hypothesis is that the impact of service quality on brand equity are examined. This hypothesis using structural equation model is studied. means that the variance-covariance matrix of the observed variance matrix values predicted by the model should be close together or have some kind of fit. A number of parameters fitted well with the approved model has been fitted. result The amount Acceptable domain As an indicator Rejected model / df 3 2 / df Rejected model RMSEA<0.1 RMSEA Rejected model GFI>0.9 GFI Rejected model AGFI>0.85 AGFI CFI>0.90 CFI 0.93 IFI>0.90 I FL The initial model fit indices As can be seen in most indices of fit of the proposed model does not approve. The final stage of the study: According to the proposal Amos software components of physical factors and reliability, responsiveness and brand awareness, loyalty and brand awareness, credibility and accountability, physical and The brand equity, empathy and find out the brand, brand awareness and empathy (The brand equity), trust and loyalty, and brand associations physical factors, physical factors and empathy positive covariance was established. Amos other offers have no significant impact on the model, the final model was obtained after implementation of these reforms. A number of parameters fitted well with the amount approved model has been fitted. Result The amount Acceptable domain As an indicator / df 3 2 / df RMSEA<0.1 RMSEA

6 0. 80 GFI>0.9 GFI 0.89 AGFI>0.8 AGFI 0.99 CFI>0.90 CFI 0.96 IFI>0.90 IFI Secondary indexes model As you can see the results of the model confirms the significant chi-square test. Other indicators also confirm the proposed secondary model. Structure and results tables null hypothesis is rejected and the major research gaps affect the quality of the brand equity. Also according to the structural equation, the path coefficient between quality of service and brand equity is 0.542, which means Dary0.05 the null hypothesis is rejected, then the claim is approved, a researcher with 95 percent of the gap services and positive impact on brand equity. Statistical analysis was performed according to the result, we can say: "Service quality gap has a significant impact on brand equity." Research limitations: Note that the sampling method sampling, so the results are not generalizable In this study, the effect of varying the gap between service quality and brand equity has been studied as an intermediary between the customer and other factors notch service quality an brand equity and are in particular profit, and the customer satisfaction and loyalty has not been investigated In this research, brand equity in general terms with the scale examined the elements have not been prioritized. Depending on the type of service and even the appearance of bank branches in Tehran and other cities is different, so these results are not generalizable to the entire country. The study only considered the views and opinions of customer service executives are not considered employees of the Bank. Conclusion: As was observed in most of the survey respondents 176 men and women form only 23% of the sample held. Most respondents in the age group of 30 to 40 year age group (8/56%. Thus, we can conclude that voters are middle-aged people. More respondents in terms of the degree of Bachelor (73) and secondary (n = 63) are located. But generally no more than 40% of respondents have a BA or higher. Respondents

7 are more jobs in the public sector are serving 52%, 20% and 13% of private sector workers are selfemployed. Descriptive results of the study showed that most respondent s relationship with Bank of Internet services, ATM and Mobile Banking (70) and current account (42) is.sheaf Quality of Service (perceived and expected) impact on brand equity. Resources:.Asker, d. (1991), "Managing Brand Equity, the Free Press, New York. Building Strong Brands" the Free Press, new York.Alake d. (1991), Asker, and Biel, A (1993), Brand Equity and Advertising "USA, Lawrence associates Berry, L (2000), Cultivating service Brand Equity ".Academy of Marketing Science, VOl.28.pp Beira. (1999) Exploring Brand Magic. In joins(ed) 'How to Build Strong Brands" USA, sage Publications, pp Biter,M, and Hubert, A.(1994),Encounter satisfaction Vs Quality: The Customer s Voice, In Rust, R and Oliver, R (Ed.), Frontiers in Service Quality Newbury Park, EA: sage Publications, pp Borzoi, M, M, (2006) "measuring Service Quality in the Airline Using SERVQUAL (case of IAA)" Master Thesis, and Terbia Mo dares University. Darling, J, and Taylor,R.(1993), An Analysis of the Completive positioning Aboard of U.S. versus U.S.S.R as reflected by changes in the General Attitudes of Con summers" American Business Review, Vole 11,pp 1-11 Darling Jan Wood v. (1990), A Longitudinal Study comparing perceptions of U.S. and Japanese consumer products in a third /Neutral country: Finland 1975 to 1985", Journal of International Business Studies, Vole 21, p Extension, Ret al (1988), Evaluating the Effect of Origin and the made in Use campaign: A Conjoint Approach, journal of Retailing Vol.64 pp Howard, j, (1994) "buyer behavior in marketing strategy, New Jersey Johansson j, (1987), "county-of-origin, social norms, and behavioral intentions " in sat. Causal (ED). Advances in international marketing Connecticut, jai press link. Keller, k. (1993): conceptualizing, measuring and managing customer-based brand equity, journal of marketing, vole. 57 January, pp Knowles, J, (2001), The Role of brands in businessman brand: vision and values john Wiley and sons, Ltd, New York Kotler. p. (1991) marketing management, prentice hall link, New Jersey. Kotler. p. (1999), "principles of marketing prentice hall link, new jersey. Mariampolski, H. (2001), "Qualitative market Research", London, sage publications. Parasuraman, A, Berry, L. and zenithal, V. (1993), Research note: More on improving service Quality measurement ", Journal of Retailing. vol.69 (1). pp Paras, A, Berry, L. and zenithal, V. (1990),"An empirical examination of Relationships in an extended service Quality model, Cambridge, ma, marketing science institution decider, pp Upshaw, L. (1995)," building brand identity: A strategy in a hostile marketplace ", John Wiley and sons,inc. new York. Vatjanasaregagul (a), (2007),"The impact of quality and consumer decision factors on brand equity, a dissertation, nova southeastern university. Witch, and Stewart s. (1996)" solicitors and customer care" service industries journal.vole.16. Pp Oyo, B. (1996),"The effect of marketing efforts and culture on brand equity formations". Dissertation, college of business administration. Georgia state university.

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