Investigating the Effects of Brand Credibility on Customer Loyalty in Public and Private Banks

Subject Areas : Jounal of Marketing Management

M. Hassanzadeh ¹ , A. Ghadiri ²

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Received: 2013-09-22 Accepted : 2013-09-22 Published : 2010-03-21

Keywords: Brand Credibility, Satisfaction, Loyalty Commitment, Continuance commitment, Word-of-Mouth Recommendation, Switching Propensity, Customer loyalty, customer behavior,

Abstract :

Achieving customer loyalty and satisfaction are important goals for today’s companies. This paper examines the importance of brand credibility and customer loyalty, proposing ways to present better services. Data from 534 samples were collected from customers of Bank Melli Iran and Parsian Bank in Ghazvin. The results show that an increase in brand credibility has a direct and meaningful effect on customer satisfaction. Moreover, an increase in loyalty commitment has a direct and meaningful effect on word-of mouth recommendation , and anincrease in customer satisfaction has a direct and meaningful effect on loyalty.