Investigating the service brand: A customer value perspective

By Leyla Heydari, F. Lotfizadeh. 2014

160 citations recorded by the source corpus.

Article history: Received July 28, 2013 Accepted 14 January 2014 Available online February 27 2014 This paper examines the effect of the service brand on the customer value–loyalty process. The study includes the traditional effect of brand image plus three additional influences, which reflects the broader service perspective including company image, employee trust, and company trust. Using survey data of a sample of 385 bank customers, the analysis indicates there is a direct influence of some of the perspectives of the brand on customers' perceptions of value. The results indicate that brand image, organization image, trust to firm influence positively on quality of services. In addition, brand image, organization image, quality of services and trust to firm influence on customer’s perspective where quality of services maintains the lowest impact and corporate image has the highest impact on customer’s perspective. © 2014 Growing Science Ltd. All rights reserved.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1eae6ec9cffe46238d20388c0bdbf312d72731c3

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Citations in the corpus

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, background): “The S-D logic focuses on the value-adding processes that result in customer experience as a co-created value (Vargo and Lusch, 2004; Brodie et al., 2009), and the interfaces of the brand include end customers, the company and its employees and the stakeholders (Brodie et al.”
“Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing? (2020, background): “Accordingly, hospitality customers tend to rely on peripheral cues to make inferences about the service quality before making a purchase (Brodie et al., 2009).”
Service innovation and customer satisfaction: the role of customer value creation (2017, background): “With respect to CVC, despite its centrality to marketing thought, research on the concept is still nascent and in the early stages of conceptual development (Zhao et al., 2015; Cheng and Chen, 2009; Brodie et al., 2009; Palmatier, 2008; Woodruff and Flint, 2006).”