Abstract:
The aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. A pilot and a main study were conducted. The findings in this study support the model of customer-based brand equity in e-service. A pilot and a main study were conducted. This study used a sample of 130e-banking customers. From the interrelationships among the organization's presented brand, external brand communications, customer experience with organization, brand image, brand awareness and perceived quality emergebrand association and brand loyalty and ultimately, brand equity. Finally, Partial least squares (PLS) modeling offers diagnostic information about a conceptual framework forunderstanding of customer-based brand equityin e-services.
Machine summary:
From the interrelationships among the organization's presented brand, external brand communications, customer experience with organization, brand image, brand awareness and perceived quality emergebrand association and brand loyalty and ultimately, brand equity.
In another study by Marinova, Cui, and Marinov (2008) the data illustrate that both consumers and providers in Chinese banking services sector perceived that brand equity can be influenced by customer relationships.
In this study the dimensions of service brand equity concept is identified by following the Semi-structured interviews and testing the relations between these dimensions among e-banking customers.
Hence, customer perception about service quality and customer experience with organization directly affect brand image, also perceived quality has a significant positive impact on brand loyalty.
Measurement Items for the Constructs in the Conceptual Model {مراجعه شود به فایل جدول الحاقی} Structural model The percentages of explained variance (R2 values) for brand equity, brand loyalty, brand association, brand awareness, brand image, perceived quality and external brand communications are 0.
Our model comprises the nine dimensions (brand equity, brand loyalty, brand association, brand image, perceived quality, brandawareness, and customer experience with organization, organization's presented brand and external brand communications).
The present research also enriches customer-based brand equity measurement by adding three dimensions which consists of brand image, brand loyalty, and perceived quality.
The managers should increase their organization's brand awareness through various marketing efforts such as advertising, direct mail, trade press, word-of-mouth communication, and promotion activities (Grover and Srinivasan, 1992) and as a result, they may increase their perceived quality, brand association, brand loyalty and brand image as well as profitability of their organizations.