Investigation of the Effect of Emotional Brand on Customer's Loyalty

London Journal of Research in Management and Business
Volume | Issue | Compilation
Authored by Ali Shayesteh , Somayeh Hashemi, Masoud keimasi
Classification: JEL Code: L81
Keywords: satisfaction, quality of services, loyalty, emotional brand.
Language: English

In today's competitive world, customers are the central point of each occupation and their loyalty to a specific brand is considered as a good advantage of those companies enmeshed in a competition for providing more capitals especially banks. Beside the importance of the brand, one of the fundamental methods of creating loyalty to a specific brand is to improve the quality of the service and customer's satisfaction from the banks. Therefore, brand communication is consisted of a powerful paradigm which works as a mechanism to entangle the customers in an honest and perpetual relation. This study is done with the purpose of investigating the effect of emotional bond on customer's relation with the public banks. This paper studies the emotional effect by defining an analytical model which combines different variables. The method of this research is descriptive. The samples are selected from the banks' customers who use banks' services directly and indirectly. The number of the sample with regard to the unlimited sources is 387 persons. The sampling is wholly accidental. The tool of gathering the information has been questioners for which Cronbach's alpha coefficients has been used to calculate the results properly. Also, for narrative testing, content narrative and structural narrative have been used; for testing the research hypotheses, normal testing with regard to SPSS software version 23 has been conducted and for the analysis of the confirmatory factor and structural equation modeling, LISREL software and SMART PLS have been used. The results show that firstly, all the hypotheses other than the relation between the customer's emotion and loyalty have been confirmed and secondly, it had a positive effect on customer's relation with the banks. Moreover, the results show that there exists no direct relation between the emotional attraction and loyalty to bank. However, there exists a direct relation among customer's satisfaction, loyalty, emotional attraction and quality of banks services.



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