INVESTIGATING THE EFFECT OF BRAND CUSTOMER EXPERIENCE ON CUSTOMER REUSE OF THE SERVICE THROUGH TRUST IN AYANDEH BANK
DOI:
https://doi.org/10.32461/2226-3209.1.2018.179409Abstract
Abstract. One of the concepts that have recently attracted the attention of experts in the field of consumer behavior is brand perception. This concept refers to experiences that derived from the complex customer interactions with the trust. Present research aims to Investigating the effect of brand perception on customers reuse of services in Ayandeh Bank. Required information was adapted by the questionnaire-based on research model and was responded by 384 Ayandeh Bank customers. The Structural equation modeling was used to analyze data and reliability had been confirmed. The result of this study confirmed that Brand perception has effect on customers reuse of services, with the trust. At the end based on research findings recommendations were presented.
Keywords: Brand perception - customers reuse of services – Trust.
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