Investigating the effect of service marketing mix on brand value of Saderat Bank of Tehran province (case study of North Tehran region)
Subject Areas : Marketing
sasan issazadeh nesheli
1
,
mohamad reza rostami
2
1 - Department of Business Management, Shahrood Branch, Islamic Azad University
2 - Department of Business Management, Shahrood Branch, Islamic Azad University
Keywords: brand equity, North Tehran, Service marketing, Saderat bank,
Abstract :
In recent years, the importance of the role of intangible assets in the effectiveness of activities, creation and survival of financial performance of businesses at the level of various industries has been revealed to everyone. Recognizing this role has strengthened the need of organizations to evaluate the state of their brand and compare it with other competitors, and has reminded the need to measure its value by using the latest qualitative and quantitative methods and tools. According to the existing model and variables, a questionnaire was designed, which includes 18 questions, and these questionnaires were distributed among 800 privileged customers of the Tehran branch to the number of 260 questionnaires, and the results obtained from the statistical analysis were used, and based on this, 4 hypotheses were proposed that First, he described the samples through demographics, and then using inferential statistical tests, the degree of correlation between the variables and hypothesis testing was used to check the desired results using Lisrel software.
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