Investigating the effect of customer experience and brand affinity on brand equity with the mediating role of customer satisfaction in Iran Insurance Company
Journal Title: International Journal of Engineering, Business and Enterprise Applications - Year 2018, Vol 24, Issue 1
Abstract
Given the intensity of competition in the insurance industry, brand equity as the most valuable intangible assets of any organization will distinguish it from other competitors and the characteristics of the added values of products and services and makes the product by customers and to serve them. Recognize the importance of customer value creation, preservation and enhancement of customer-based brand equity will be possible. Powerful penetration, favorable and unique in customers' minds huge profits for insurance companies in the long term will bring. Brand equity direct and positive relationship with profitability, performance and competitive advantage. Therefore, identifying factors that influence on brand equity is an important issue for the purpose of this study was to examine the impact of customer experience, attachment to the brand and customer satisfaction (as a mediator) Insurance brand equity value of Iran (Tehran branch) addressed. This descriptive correlational study. Referring Iran Insurance branches were selected using cluster sampling. After distributing and collecting questionnaires among participants with SMART PLS Partial Least Squares software version 2.2 was analyzed. Accepted hypothesis is statistically significant and the impact of independent variables on the dependent variable (main and intermediate) is positive. Another point that should be mentioned is that the indirect impact of the independent variable customer experience and brand attachment to their more direct effect on the dependent variable is the brand equity. This indicates that customer satisfaction is an important mediating variable that most impact the customer experience and brand attachment on brand equity through this variable is possible. This means that the main objective of "the mediating role of customer satisfaction in relation to the attachment to the brand and customer experience with the brand equity in the insurance Iran" has been realized.
Authors and Affiliations
Ehsan Abedi
Keywords
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