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|Other Titles: ||The Effects of Perceived Service Quality, Perceived Price, Brand Image, and Brand Personality on Customer Satisfaction - A Case of Banking Industry in Taiwan|
Brand Image;Brand Personality;Customer Satisfaction;Perceived Price;Perceived Service Quality
|Issue Date: ||2016-12-14 11:14:10 (UTC+8)|
Researchers had focused on service quality, product quality, perceived price, customer satisfaction, and customer loyalty in service marketing. However, not enough studies investigated the relationship among brand, service quality, and customer satisfaction. Thus, this study intends to combine brand image and brand personality into one complete model to discuss the influences on customer satisfaction. The objectives of this study are define the dimensions of service quality, and explore the effect of service quality on customer satisfaction; define the dimensions of brand image and brand personality, and study their impacts on customers; analyze the relationship between brand image and perceived service quality; analyze the effect of brand image and brand personality on customer satisfaction. The results indicate that perceived service quality and perceived price of depositing interest rate have positive relationships to customer satisfaction. In addition, brand image and brand personality also have positive relationships to customer satisfaction, and brand image places a positive effect on perceived service quality. Finally, the research finds that brand personality and brand image has an indirectly positive effect, through perceived quality, on customer satisfaction. The findings can contribute to marketer in banking and other service industries on marketing strategies.
|Relation: ||廣告學研究, 21, 53-80|
|Data Type: ||article|
|Appears in Collections:||[廣告學研究] 期刊論文|
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