The Impact of Service Brand Dimensions on Brand Loyalty: Empirical Evidence from Iran

2015 ◽  
Vol 5 (3) ◽  
pp. 223
Author(s):  
Rohullah Bayat ◽  
Seyed Yaqoub Rasouli ◽  
Gholam Mostafa Fayyazi
Keyword(s):  
Empirical Evidence ◽  
Brand Loyalty ◽  
Service Brand ◽  
The Impact

scholarly journals BALANCED MESSAGING FOR EXPERIENCED LAPTOP CONSUMERS

2021 ◽  
Vol 20 (3) ◽  
pp. 299-311
Author(s):  
Andika Putra Pratama ◽  
Dhanu Koentoro Djati
Keyword(s):  
Experimental Design ◽  
University Students ◽  
Empirical Evidence ◽  
Brand Loyalty ◽  
Marketing Communication ◽  
Sample Surveys ◽  
Group A ◽  
Preliminary Study ◽  
Group B ◽  
The Impact

 This research aims to obtain empirical evidence about the impact of “balanced messaging” (a marketing communicationpractice where both strengths and weaknesses of a product are communicated to consumers) in marketing communication on consumers’ brand loyalty. With three laptop brands being the subjects and university students in Indonesia being the sample, surveys with an experimental design were conducted. Participants (n = 90) were randomly grouped into those being exposed to product’s strengths only (Group A), product’s weaknesses (Group B), and product’s strengths and weaknesses (Group C) – with 30 participants in each group. Using ANOVA, the results indicate that balanced messaging can be as constructive as imbalanced messaging, which focuses merely on strengths in the context of brand loyalty. With several limitations, this preliminary study is expected to benefit marketers to create fairer marketing communication.

STUDYING THE EFFECT OF BRAND LOYALTY ON CUSTOMER SERVICE IN KERMAN ASIA INSURANCE COMPANY

2012 ◽  
Vol 01 (07) ◽  
pp. 152-158
Author(s):  
Gholamreza Jandaghi ◽  
Razieh Nafari Mehranjani ◽  
Mahdi Nik Seresht ◽  
Ali Mokhles
Keyword(s):  
Customer Service ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Positive Impact ◽  
Insurance Company ◽  
Marketing Application ◽  
Service Brand ◽  
The Impact ◽  
Traditional Image

Despite of remarkable interests in the nature and role of marketing application from servicing perspective, there are limited researches on service branding. By describing four major aspects of service branding, present study studies these aspects and their impacts on service conceived quality and finally it investigates the impact of service conceived quality on customer loyalty. Represented model includes the impact of brand traditional image along with other three impacts, that is, company image, employees’ confidence and company’s confidence. By using a 104-subject sample of Asia Insurance Company’s customers, the analyses show that brand image and company’s image have direct and positive impact on service conceived quality while a significant relationship is not seen between company’ confidence and employees’ confidence with service quality. Finally, the aspects of service brand impacts indirectly on customers’ loyalty via impacting on service conceived quality.

THE IMPACT OF SERVICE QUALITY ON BRAND LOYALTY OF DTAC SELULER SERVICE USERS

2017 ◽  
Vol 9 (1) ◽  
Author(s):  
Debby Arisandi
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Service Provider ◽  
Brand Loyalty ◽  
Service Industry ◽  
Positive Impact ◽  
Relevant Literature ◽  
Field Research ◽  
Main Research ◽  
The Impact

<p>Purpose- In the GSM seluler telephony sector, the main condition for protecting the subscriber base is to win customer to be loyalty, a key necessity for the maintenance of a brand loyalty in the long term. To achieve this aim, service quality must be measured and identified. This paper’s aim is to measure the effects of service quality towards brand loyalty on DTAC seluler service provider. This study will explore the relationship between service quality and brand loyalty in the seluler service industry.</p><p>Design/methodology/approach- The main research target sample covered 200 seluler phone users in Prince of Songka University, Hatyai campus. Field research was conducted. The questionnaire was formed by a synthesis of existing constructs in relevant literature. Reliability tests, descriptive statistic, and regressions analyses were performed to both confirm scale reliability and answer the research questions. The data were analysed by moderated regression analysis to test the hypotheses.</p><p>Findings- The findings of this study show that an overall service quality directly affects brand loyalty. Network quality, customer service, pricing structure and billing system are the service quality dimensions that have significant positive influence on brand loyalty, which in turn has a significant positive impact on brand loyalty 43,5%. Therefore, it plays a crucial role in winning customer loyalty.</p><p>Originality/value- It is of great importance for seluler operators in a mature market such as that of Thailand, to understand what the drivers of brand loyalty are. The present study produced useful findings, which can be utilized by seluler service provider managers, in their effort to develop and implement successful brand loyalty strategies. With respect to the findings, pricing structure has the most importance than others dimensions of service quality which provides positive outcomes on brand loyalty, not only in the present but also in the future. So, the effect of pricing structure on brand loyalty becomes greater than the effect of others dimenstions of service quality. Therefore, any GSM operator who wishes to preserve its existing subscriber base should concentrate on winning its subscribers’ loyalty, especially for DTAC.</p>Keywords- Seluler Services, Brand Loyalty, Service Quality

Sign in / Sign up

Export Citation Format

Share Document