Investigating the Factors Affecting Customer Loyalty with a Focus on Brand Personality (Case Study: Bank Mellat Isfahan Branches)
Subject Areas : Ethics and Islamic EducationHamid Reza Ahghaghi 1 , Mohammad Ghasemi Namaghi 2 * , Ali Hosseinzadeh 3
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Keywords: branding, Costumer loyalty, Brand personality.,
Abstract :
Listed the brand as one of the most valuable assets of any company. The higher the brand value in the minds of customers, the more benefits a company can gain from its customers. The purpose of this study was to investigate the factors affecting customer loyalty with a focus on brand personality (Case study: Bank Mellat Isfahan branches). The statistical population of this research consists of customers, employees and managers of Bank Mellat. The statistical population at the quantitative stage was about 384 people. Relationships between research variables were tested using smart.pls software. The results showed that the identified categories include customer value, brand credibility, brand trust, brand marketing, customer experience, customer image, company image, organizational factors, environmental factors, brand strength, competitive advantage, brand social responsibility, brand identity, Customer loyalty, service characteristics have been effective factors.
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