Measuring the Relationship among Customer Based Brand Equity, Satisfaction and Loyalty: The Case of Enat Bank
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Date
2018-06-16
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Addis Ababa University
Abstract
This study was carried, in the field of marketing in order to measure the relationship among customer based brand equity, satisfaction and loyalty by taking the case of Enat Bank in which Nam and colleagues model (2011)have been used. To review research a sample of 322 customers were selected and to test the research hypothesis, pearson correlation coefficient, multi-variable regression have been used in the SPSS. In order to measure the research model and test the research hypotheses by applying non-probability sampling techniques and using structured questionnaire primary data was collected from customers of Enat bank. After some corrections and modifications the questionnaire of Nam et al has been used. Finally, the findings indicated that there are significant positive relationships between customer-based brand equity dimensions (physical quality, staff behavior, ideal self-congruence, brand identification, lifestyle- congruence)and customer satisfaction, between brand loyalty and customer satisfaction.
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Keywords
Customer satisfaction, Brand loyalty, Customer-based brand equity