Investigation of the Impact of service brand dimensions on brand loyalty in Banking Industry

Nowadays, the importance of services provided by service organizations has increased to the extent that attracted lots of scientists in research centers and also organization managers. And loyalty is among the issues that today’s marketing pays a lot of attention. The aim of this study is to investigate the impact of service brand dimensions on brand loyalty by testing the generalizability of the modified SBV model in the service sector and in the banking industry. The population of this research was customers of Tejarat Bank in Tehran. The sample size is 385 people who were selected by available sampling. The purpose of the present study is functional and the data collection method is descriptive. The Model has been investigated by structural equation modeling and least partial squares approach. Results indicate that brand hearsay and brand evidence affect brand loyalty through brand satisfaction and attitudes toward brand in the banking industry, while brand hearsay has no effect on brand satisfaction.