Measuring the Brand Experience Model with an Emphasis on Customer Citizenship Behavior in the Banking Industry
Keywords:
Brand experience, brand relationship quality, brand personality, brand attachment, customer citizenship behaviorAbstract
Today, branding and brand development in the financial and banking services industry hold significant importance. This importance encompasses almost all aspects of an organization and plays a vital role in its survival, growth, and excellence. The present study aims to measure the brand experience model in relation to customer citizenship behavior in the banking industry. This research is applied in terms of its objective and exploratory in terms of its nature and method. The statistical population consists of all customers of Bank Melli branches in Tehran. The sample size includes 384 participants. Data were collected using a researcher-developed questionnaire and a simple random and convenience sampling method. To assess the validity and reliability of the questionnaire, Cronbach’s alpha, composite reliability, discriminant validity, and convergent validity were utilized. The data analysis method employed structural equation modeling using the Smart PLS4 statistical software. Among the five examined hypotheses, all hypotheses were confirmed, including the effect of brand personality on brand experience, the effect of brand experience on brand attachment, the effect of brand relationship quality on brand attachment, the effect of infrastructure on brand attachment, and the effect of brand attachment on customer citizenship behavior. This study provides practical strategies and recommendations concerning each of the factors influencing the brand experience model in Bank Melli, based on the identified indicators in this research.
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Copyright (c) 1404 Mina RezaSoltani (Author); Shahrbanoo Gholipour Fereidooni; SeyyedAli Nabavi Chashmi, Mojtaba Maleki (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
