نویسندگان
1 دانشگاه علامه طباطبایی
2 داشگاه علامه طباطبایی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Most traditional organizations managers focus on tangible and financial assets such as land, money, labor and ... One of the industries where competition is intense day by day the concept of competitive advantage and value creation in its resolution finds the banking industry. In this regard, the present study sought to examine the impact of intangible assets (external knowledge) to improve service quality and brand equity in the banking industry and the Export Development Bank of Iran.
This type of survey and the statistical community with both customers and employees. Sampling survey is stratified, the sample size is 384 customers Cochran formula and the size of the staff, according to Morgan, is 86. Well for structural equation modeling analysis of data, â Model (SEM) and Confirmatory Factor Analysis (CFA) is used.
Research findings show that external knowledge is directly significant effect on brand equity. Also, the effect of foreign knowledge through knowledge chain mediator variable exerts a positive impact on the quality of service and if there is a direct impact of foreign knowledge will affect the quality of service. The changing role of mediating variable chain is very strong. Significant impact on brand equity but also the quality of individual customers, suppliers and competitors are not the only dimensions of brand equity through a chain of significant impact on brand equity to the.
کلیدواژهها [English]
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