Study the Effective Factors on Brand equity (Case Study in Bank Sepah- East Tehran Province Branch)

Abstract

The present research studies the relation between the brand equity of Bank Sepah Brand and its customers’ satisfaction. The present research poses this question as “what relation exists between equity of Bank Sepah brand and its customers’ satisfaction?” To answer this question, 385 questionnaires were distributed among the employees of Bank Sepah- selected by random sampling, East Region of Tehran in September 2015 to January 2016. Ultimately, 60 questionnaires were analyzed by SPSS. The results showed that correlation between the two major variables of the research is significant in 0.01 equal to 0.646. Due to its positive value, the main hypothesis of the research was approved. Therefore, it could be concluded that there is a direct and significant relationship between the two major variables of the research. In another word, in case of increase in the equity of Bank Sepah Brand, the amount of its customers’ satisfaction will be increased. The descriptive statistic of the research reveals that the prioritization of customers’ satisfaction dimensions includes; in order, the criteria of supporting the customer, moral and relations, actual quality of the product, environment and costs. In addition, prioritization of the dimensions of equity of brand includes- in the order- criteria of brand awareness, the perceived quality, loyalty to brand and the brand association. In the meantime, all secondary hypotheses of the research on Bank Sepah were confirmed. The findings on demographic characteristics of the research with the dimensions of customer’s satisfaction and the brand equity are also considerable. The results from regression table reports R2 equal to 0.380; meaning that linear regression of brand association, loyalty to brand, knowledge on the brand and the perceived quality justify around 38% of total changes in customer’s satisfaction all in integrity and the residual is the share of other variables.