Purpose: The purpose of this research is to evaluate the brand equity from the perspective of services (including technical, personal and operational services), taking into account the value-added services variable. Methodology: By using the findings, this study is appl
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Purpose: The purpose of this research is to evaluate the brand equity from the perspective of services (including technical, personal and operational services), taking into account the value-added services variable. Methodology: By using the findings, this study is applied to solve existing problems. Therefore, considering issues such as finding the problem and its solution, the nature of this research can be regarded as an applied research, and since the article advances through the collection of information obtained from the questionnaire, it can be considered as a survey one. Also, given the purpose, it is an applied study. The statistical population of the study comprised wholesalers of carbonated soft drinks in Isfahan. To determine the reliability of the test, Cronbach's alpha method was used using Smart PLS software. Research Results: The results of this research indicate a positive and significant relationship between all services (technical, personal and operational), and the quality of brand value services on brand equity. Also, these results highlighted the significant role of technical services in obtaining customer satisfaction. In contrast, regarding personal services, it was observed that manufacturers have their specific shortcomings in obtaining customer satisfaction. Limitations of the Research: The relevant limitations can be related to the generalizations of the findings, the expenditure and time consumption of relevant studies, and finally the reluctance of some respondents to provide the information sought. Managerial Applications of the Research: It is suggested that manufacturers and service providers improve their personal services in order to obtain customer satisfaction, which in turn, will increase the company's profitability. Due to limitations of Internet usage, online ordering and reluctance of some customers, it is necessary to provide a suitable ground for customers to use the Internet and make it a super value-added option. Research Innovation: This research focuses on how services are provided by a manufacturer, and since it is somehow an intangible issue, relevant researchers have rarely investigated it.
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