Prioritizing the Factors Affecting the Image of Mellat Bank Customers on Their Satisfaction In The Process Of Selecting Branch
Author(s)
Abbas Dadras , Roya Akbari , Seyed Jalal Beheshti ,
Download Full PDF Pages: 112-121 | Views: 1376 | Downloads: 359 | DOI: 10.5281/zenodo.3472248
Abstract
With regard to the important role of image in maintaining current customers and attracting new customers, thus any organization to achieve the sustainable competitive advantage should pay special attention to it, so the aim of the researcher in this study has been to identify the dimensions of image affecting customers’ behavior and then the pathology of its condition in Bandar Abbas Mellat Bank branches has been as a Case Study, therefore, in this study due to lack of time and resources 420 customers were selected as a sample. Research Method has been three-stage. In the first stage, variables were identified through interviews and Delphi method which included customers' convenience, speed of service, physical facilities, trust, staff’s attitude and advertising, and in the second stage, a questionnaire was designed for the variables identified and distributed among customers in order that the effectiveness of these variables be confirmed and in the third stage pathology (assessment) of these variables were considered in branches of Bandar Abbas Mellat Bank that in this stage the data were also collected using a questionnaire which was designed for this purpose. The results showed that the factors mentioned are very effective in creating a positive image in the minds of customers, but assessing the bank’s customers of these factors under study revealed that the bank will need to be re-examined in this area because some factors were considered less than average and some on average.
Keywords
Organizational Image, Brand Image, Brand Imagery, Brand Selection, Advertising, Customer Satisfaction.
References
1. Alves, H. & Raposo, M. (2010). “The influence of university image on student behavior”, International Journal of Educational Management, 24 (1): 73-85.
2. Brunner, T. A., Stocklin, M. & Opwis, K. (2008). “Satisfaction, image and loyalty: New versus experienced customers”, European Journal of Marketing, 42 (9/10): 1095-1105.
3. Burt, S. & Encinas, J. C. (2003). “The role of store image in retail internationalization”, International Marketing Review, 17 (4/5): 433-453
4. Chang, En-Chi. & Luan, B. (2010). “Chinese consumers perception of hypermarket store image”, Asia Pacific Journal of Marketing and Logistics, 22 (4): 512-527.
5. Christie DA. Trilateral Model for the Management of Corporate Image: an examination of inter - relationship between an organization's self image, its protected image and its perceived image [Thesis]. South Brisbane, Queensland: Griffith University; 2002. p. 19-35.
6. Géraldine Michel, Sophie Rieunier (2015), Nonprofit brand image and typicality influences on charitable giving, Journal of Business Research, Volume 65: 701–707
7. Hawkins D, Best R, Coney J, Kenneth A. Consumer Behavior: Building Marketing Strategy. Trans. Roosta A and Bathaei A. Tehran, Iran: Sargol Publication; 2006. [In Persian].
8. Hu, H. & Jasper, C. R. (2006). “Social cues in the store environment and their impact on store image”, International Journal of Retail and Distribution Management, 24 (1): 73-85.
9. Hung-Bin Chen, Shih-Shuo Yeh, Tzung-Cheng Huan (2014), Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants, Journal of Business Research, 67 (3): 354–360
10. Kotler PH, Armstrong G. (2005), Principles of Marketing. Trans. Parsaeian A. Tehran, Iran: Aylar Publication. [In Persian]
11. Kottler, P. & Armestrong, G. (2000). “ Marketing Management”, Prentice Hall, The millennium edition, pp. 48-488.
12. Maria Sääksjärvi & Saeed Samiee (2011), Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time, Journal of Interactive Marketing, 25 (3): 169–177
13. Martinez RJ, Norman PM (2004). Whither reputation? The effects of different stakeholders. Business Horizons, 47(5): 25-32.
14. Nina Michaelidou, Milena Micevski, JohnW. Cadogan (2015), An evaluation of nonprofit brand image: Towards a better conceptualization and measurement, Journal of Business Research, 68 (8): 1657–1666
15. Parikshat Singh Manhasa, Eddy Kurobuza Tukamushaba (2015), Understanding service experience and its impact on brand image in hospitality sector, International Journal of Hospitality Management, 45: 77–87
16. Reinhard Grohs, Heribert Reisinger (2014), Sponsorship effects on brand image: The role of exposure and activity involvement, Journal of Business Research, 67: 1018–1025
17. Saraswat, A., Mammen, T., Aagja, J. P. & Tewari, R. (2010). “Building store brands using store image differentiation”, Journal of Indian Business Research, 2 (3):166-180.
18. Sharifah Faridah Syed Alwi, Philip J. Kitchen (2014), Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?, Journal of Business Research, 67 (11): 2324–2336
19. Theodoridis, P. k. & Chatzipanagiotou, K. C. (2009). “Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece”, European Journal of Marketing, 43 (5/6): 708-734.
20. Van der Geer, J., Hanraads, J. A. J., & Lupton R. A. (2000). The art of writing a scientific article. Journal of Scientific Communications, 163: 51-59
Cite this Article: