عنوان مقاله [English]
The purpose of this study is to investigate the service brand verdict model as one of the most widely used service brand models in the Karafarin Bank and its development. Therefore, in the first phase of this research, after collecting literature related to service brand models and studying the background of service brand verdict model, the researcher reached his proposed model in this research. This model suggests that bank customers form a mindset of brand quality in their minds before verdict a brand. The next point is that the research literature led the researcher to the conclusion that the service brand model does not end with the customers verdict the brand; Therefore, it is assumed that after judging the brand, the intention to buy again and then loyalty to the brand occurs. The research method used in this article is a mixed method. In the qualitative section, the proposed research model from the study of literature and research background with Fuzzy Delphi Technique has been evaluated by a panel of experts including banking specialists and university marketing professors. After that, the extracted model was presented to the panel of experts in the first phase and their opinions were collected in the stage, and according to the extent of their disagreement in the two stages, it was decided which variables remain in the model. Then, the questionnaire was prepared as a measurement tool in the quantitative section and after confirming its reliability and validity, the model was distributed and collected among a sample of 384 customers of Karafarin Bank in Tehran by cluster random sampling. Data analysis was performed by Structural Equation Modeling using Smart PLS software.
The research findings confirmed the relationships between the hypotheses and showed that the effect of brand hersay on brand evidence. In this research the effect of brand hersay which consist of controlled variables (advertisments and promotions) and uncontorolled variables (publicity and word of mouth) on customer satisfaction has been proven. The brand evidence which is consist of brand name, brand value or price, core service, physical environment, service provider employee, feelings and self-image congruity also affects on customer satisfaction.Based on the findings of the research the effect of brand evidence and brand hearsay on brand attitude has been confirmed by the customers of Karafarin Bank. Customer satisfaction affects the attitude towards the brand. Brand attitude affects the perceived quality. Alo it is proven that the perceived quality affects the verdict towards the brand. According to the findings of this research the verdict towards the brand affects the repurchase intention of the customer. It has been proven that at the end of this path and as an conclusion of the model customer loyalty will appear. This model gives bank managers and decision makers a written program of the effective aspects of banking services on customer satisfaction and their attitude towards the bank brand, which ultimately leads to having loyal customers. Future researchers can study and evaluate this model in the wider statistical community or study it in other service sections to increase the generalizability of this model.