The role of customer orientation on brand loyalty by considering the role of customer perception quality of branches of National Bank of Mako Azad region

Subject Areas : Improving services and increasing customer satisfaction

mahsa dehgani ¹ , Tajaddin Eram ² , Siamak Kazemzadeh ³

1 - Department of Management, Maku Branch, Islamic Azad University, Maku, Iran
2 - Department of Management, Maku Branch, Islamic Azad University, Maku, Iran
3 - Department of Management, Maku Branch, Islamic Azad University, Maku, Iran

Received: 2024-10-29 Accepted : 2025-02-02 Published : 2025-09-21

Keywords: Customer orientation, brand, loyalty, customer perception quality, brand loyalty,

Abstract :

This research was conducted with the aim of customer-oriented role on brand loyalty, taking into account the role of customer perception of the quality of Melli Bank branches in Mako Azad region. Therefore, in terms of the purpose of an applied research and based on the type of quantitative data, based on the nature and method of collecting research data in a specific time period, it is a survey-cross-sectional descriptive research based on structural equation modeling. The method of collecting information is library (toward the subject literature and research background) and field (to confirm or reject the research hypotheses). The tool for collecting information is a questionnaire. That the standard customer-oriented questionnaires of Sin et al. (2005), loyalty to the label brand (2022) and the quality of customer perception by Coelho and Hensiller (2012) were used. Its validity was confirmed by content validity by professors, observers, and convergent and divergent construct validity, and its reliability was also confirmed by Cronbach's alpha and composite reliability. The method of random sampling is cluster, and the sample size is based on Morgan's table. The statistical population of the research is about 150 people, the statistical sample is 109 people based on Morgan's table.The resulting data were analyzed descriptively and inferentially using SPSS and PLS software. The results of the research data analysis show that customer orientation and the quality of customer perception have a significant effect on brand loyalty. Customer orientation has a significant effect on the quality of customer perception.

 

References:

1- ایگدر، حسین. (1403). ارزیابی نقش رضایت مشتری در روابط بین ارزش ویژه برند مبتنی بر مشتری و وفاداری مشتری نسبت به برند در هتل های پنج ستاره تهران، پژوهش های کاربردی مدیریت بازار. سال 10 بهار 1403 شماره 34.
2- اسماعيل¬زاده، اثمر.، رستمي، سميه.، عليرضائي، شبنم،. (1398). ارزيابي نقش مديريت ارتباط با مشتري (CRM)بر وفاداري مشتريان (بانكهاي سپه استان آذربايجان¬غربي)، فصلنامه رويكردهاي پژوهشي نو در علوم مديريت، سال دوم، شماره يازدهم، بهار ١٣٩٨، صص ٥٢٤- 497.
3- حسنوند، کیمیا. (1400). مروری بر مفاهیم وفاداری به برند در ادبیات بازاریابی، فصلنامه علمی نگرشهای نوین بازرگانی، دوره ۲، شماره ۱، (پیاپی7 ) ، فروردین- اردیبهشت 1400.
4- حسینی،م. (1390). بررسی عوامل موثر بر وفاداری به برند در بازار فرآورده های لبنی، چشم انداز مدیریت بازرگانی، شماره5، بهار 1390، 79- 57.. 5- حسینی، میرزا حسن.، محبعلی، محمد¬مهدی. (1399). بررسی عوامل تاثیر¬گذار بر مشتری¬محوری شرکت¬های خرده¬فروشی آنلاین در تهران پژوهش¬های معاصر در علوم¬و¬تحقیقات سال دوم تیر 1399 شماره 12، https://civilica.com/doc/1675334
6- ساروخانی، باقر. (1382). روش‌های تحقیق در علوم اجتماعی: روش‌های کمی: فنون و ابزار پیشرفته پژوهش (جلد 3)، چاپ1، تهران، انتشارات کتاب دیدآور (دیدار).
7- شفایی¬گلمکانی، مجید.، غیور باغبانی، سیدمرتضی.( 1400). بررسی تاثیر مشتری¬محوری بر جذب مشتریان با درنظر گرفتن نقش کیفیت خدمات در نظام بانک داری،پژوهش¬های معاصر در علوم و تحقیقات، سال سوم آذر 1400 شماره 29.
8- صالحی، صادق.، بهاری، جعفر.، محمدی، سمیرا. (1397). تأثیر کیفیت رابطه با مشتری بر وفاداری مشتریان در صنعت رستورانداری، فصلنامه علمی مطالعات مدیریت گردشگری، سال پانزدهم، شماره 05 تابستان 1397 ، صفحات 61-95.
9- طوطیان¬اصفهانی، محمد.، انصاری، آذرنوش.(1395). سنجش تأثیر مشتری محوری، مسئولیت اجتماعی شرکت و کیفیت درک شده، بر رضایت مشتری (مورد مطالعه: بانک¬پاسارگاد)، تحقیقات بازاریابی نوین. سال ششم، شماره 1 (پیاپی 20).
10- علیپور، وحیده.، سعدی، محمدرضا.، مهری بازقلعه، عاطفه. (1403). تاثیر تعامل مشتری با برند به‌عنوان پیشایند وفاداری مشتری: تحلیل سه رویکرد شناختی، عاطفی و رفتاری، مطالعات مدیریت کسب و کار هوشمند, 12(48), 83-117. doi: 10.22054/ims.2024.76742.2407.
11- ملايري، احمد.، باغبان¬طرقدري، محمود. (۱۳۹۸). «بررسی تاثیر انتظار و کیفیت درک شده، بر وفاداری مشتریان شرکت آذر پدید سمنان با درنظر گرفتن نقش ارزش ادراک شده.» پژوهش¬های برنامه¬ریزی درسی و آموزشی، بهار و تابستان 1398- دوره نهم ، شماره 1.
12- مهری، کاظم.، رحیمیان، مهرداد.، طاهر پور، علیرضا. (1402). فراتحلیل روابط ارتباط با مشتری با رضایتمندی استفاده کنندگان از اماکن ورزشی، فصلنامه بازاریابی خدمات عمومی، دوره 1، شماره 4، زمستان 1402.
13- وظيفه دوست، حسين.، عطاالهي، پروانه. (1386). ارزيابي رضايت مشتريان از خدمات پس از فروش محصولات سايپا با استفاده از مدل كانو"، فصلنامه مديريت بازاريابي دانشگاه آزاد اسلامي واحد علوم و تحقيقات تهران، شماره 3، صفحه 90 تا 103 ، پاييز و زمستان 1386.
14- Anwar, S., Min, L., & Dastagir, G., (2019). Effect of service quality, brand image, perceived value on customer satisfaction and loyalty in the Chinese banking industry. International Journal of Business, Economics and Management Works, 6(3), 24-30
.‏ 15- Baloglu, S., (2012). “Dimensions of customer loyalty: Separating friends from well-wishers”, Cornell Hotel and Restaurant Administration Quarterly, 43, pp. 47-59
. 16- Barclay, D., Higgins, C., & Thompson, R., (1995). The partial least squares approach to causal modeling: personal computer adoption and use as an illustration, technological studies, 2(2), 285-309
. 17- Barro, R.J., McCleary, R.M., (2001) “Religion, Economy, and Society in an International Panel”, Prepared for Religion-Factor Research: Personal and Social Transformation Symposium at University of Pennsylvania
. 18- Bloemer, J. Ruyter, K. and Peeters, P., (1998). Investigating drivers of bank loyalty: The Complex Relationship between Image, Service Quality and Satisfaction, International Journal of Bank Marketing, 16, (7), 276-286
. 19- Chaudhuri, A. & Holbrook B. M., (2011), "The Chain of Effects from Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty", Journal of Marketing, 65, 81-93
. 20- Chitty B, Ward S, Chua C., (2007). an application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels. Mark. Intell. Plan. 25(6): 563-58
. 21- De Villiers, R., (2015). Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments. Journal of Business Research, 68(9), 1953-1963. https://doi.org/10.1016/j.jbusres.2015.01.005
22- Dick, A.S. & Baus, K., (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113
. 23- Duffy, D., (2010). “The evolution of customer loyalty strategy”, Journal of Consumer Marketing, 22 (5), pp. 284 – 286
. 24- Elmayar, A. (2011). Assessing the perceived service quality levels in the Libyan private and public banking sectors: A customer perspective. University of North Umbria at Newcastle (United Kingdom)
.‏ 25- Fontenot, R. J., & Hyman, M. R., (2004); "The antitrust implication of relationship marketing", Journal of Business Research, 57, 1212-1213
. 26- Fornell, C., Larcker, D. F., (1981), Evaluating structural equation models with unobservable variables and measurement error. Marketing research, 39-50
. 27- Franke, N., & Schreier, M. (2010). Why customers value self-designed products: The importance of process effort and enjoyment. Journal of Product Innovation Management, 27, 1020-1031
28- Ghalandari, k., (2013).The Effect of Service Quality on Customer Perceived Value and Customer Satisfaction as Factors Influencing Creation of Word of Mouth Communications in Iran, J. Basic. Appl. Sci. Res., 3(4)305-312
. 29- Hair, J. F., Sarstedt, M., Ringle, C. M., Mena, J. A., (2017). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433
. 30- Henseler, J., Fassott, G., (2009). Testing moderating effects in PLS path models: Anillustration of available procedures. In: V. Esposito Vinzi, W. W. Chin, J. Henseler &H. Wang (Eds), Handbook of partial least squares: Concepts, methods, and applications.Berlin: Springer (in print)
. 31- Hong, Y., Liao, H., Sturman, M. C., & Zhou, Y., (2014). Competing through customization: Using human resource management to create strategic capabilities. Organizational Psychology Review, 4(2), 124-147
. 32- Hsieh, J. K., & Hsieh, Y. C., (2015). Dialogic co-creation and service innovation performance in high-tech companies. Journal of Business Research, 68(11), 2266-2271
. 33- Hwang, E., Baloglu, S., & Tanford, S., (2019). Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment. International Journal of Hospitality Management, 76, 19-28
.‏ 34- Joseph F Hair, Jr, G.Tomas M.Hult, Christian M.ringle and Marko Sarstedt., (2016). A Primer on Partial Least Square Structural Equation Modeling (PLS-SEM), Second edition
. 35- Keller, K. L., (2010), "Strategic Brand Management-Building, Measurig, and Managing Brand Equity (3rd ed.,)", United States: PEARSON - Prentice Hall
. 36- Li, C. Y. & Fang, Y. H., (2019). Predicting continuance intention toward mobile branded apps through satisfaction and attachment. Telematics and Informatics, 43, 101248
7- Lin, L. Y., (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers, Journal of Product & Brand Management, 19(1), 4–17
. 38- Minta, Y., (2018). Link between satisfaction and customer loyalty in the insurance industry: Moderating effect of trust and commitment. Journal of Marketing Management, 6(2), 25–33 .https://doi.org/10, 15640٫/jmm.v6n2a3
. 39- Obaid, S. H. A. A. Z., (2006). Islamic banks and service quality: an empirical study of the UAE (Doctoral dissertation, Durham University)
.‏ 40- Oliver, R., (1999). Why Customer loyalty. Journal of Marketing, Vol. 63, Special issue, pp. 33-34
. 41- Osman, M., Kheng, L. & Mosahab, R. (2010). “The impact of service quality on customer loyalty: A study of banks in Penang, Malaysia”, 2 (2), International Journal of Marketing Studies, pp. 57-66
. 42- Parris, D. L., & Guzmán, F., (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191-234. https://doi.org/10.1108/JPBM-06-2021-3528
43- Rather, R. A., (2018). Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27(5), 487-513. https://doi.org/10.1080/19368623.2018.1404539
. 44- Rowley, Jennifer, Daves, Jillian. (1995). Disloyalty – A Closer Look at Non-Loyals, Journal of Consumer Marketing, Volume 17, No.6
; 45- Santouridis, I., & Veraki, A., (2017). Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management & Business Excellence, 28(9-10), 1122-1133
.‏ 46- Vazifehdust, H., Shahnavazi, A., Taghizadeh Jourshari, M. R., Gholizadeh. & Toochaei, M. R. (2012). Assessment the Impact of Relationship Marketing Tactics on Relationship Quality and Customers Loyalty (Case Study: Mellat Bank, the City of Rasht), Journal of Basic andApplied Scientific Research, 2 (9): 9724- 9729
. 47- Vilares, M., & Coelho, S., (2003). The employee-customer satisfaction chain in the ECSI model. European journal of marketing, 37(11), 1703-1722
. 48- Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195
. 49- Whyatt, G. & Koschek, R., (2010), “Implementing relationship marketing: supermarkets’ perspectives”, Marketing Intelligence and Planning, 28 (5):582-99
. 50- Wu, L. & Wang, Ch., (2011). “Satisfaction and zone of tolerance: the moderating roles of elaboration and loyalty programs”, Journal of Managing Service Quality, 22 (10), pp. 38-57
. 51- Zeithaml, V.A., 1988, "Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52, July, pp. 2-22
.