چکیده:
Brand equity is one of the most valuable assets of many companies in competition and a variety of elements relate to it. In the research direct effect of relationship quality and indirect effects of service personalization and customer gratitude affect on brand equity have been modelled and explained. This study aims to investigate the impact of service personalization and customer gratitude on relationship quality dimensions and its effect on brand equity. The data collected from a sample of 385 students at Shahid Chamran University in Ahvaz, who are using the services of Irancell Company. A questionnaire survey was conducted using random sampling. Reliability of questionnaire has been considered by using SmartPLS software that the finding revealed Cranach’s alpha coefficient and composite reliability of all variables were more than 0.7.With confirmatory factor analysis, the construct validity of the questionnaire has been tested and based on the results, the fitness indicators had an acceptable fit. This study shows both service personalization and customer gratitude affect relationship quality and the variable affects brand equity. Moreover; the mediating role of relationship quality dimensions (indirect effect) were confirmed.
خلاصه ماشینی:
Investigating the Mediating Role of Relationship Quality Dimensions in the Impact of Service Personalization and Customer Gratitude on Brand Equity (Case Study: Irancell Company) Mehdi Nadaf 1, Abdolhadi Derzyan Azizi 2, Sahar Tirandaz 3 Brand equity is one of the most valuable assets of a company in the competitive arena, and numerous factors are associated with it.
Jin, Baker, and Baker (2014) also stated that service personalization is effective on trust, but their research did not state what impact improving relationship quality (trust and commitment) has on upgrading brand equity among customers.
Therefore, in the present research, a model is developed that considers the impact of service personalization and customer appreciation on improving relationship quality and ultimately examines the impact of relationship quality dimensions on brand equity in Irancell.
Research Background This section provides a review of the theoretical foundations and background of service personalization, customer appreciation, dimensions of relationship quality (trust and commitment), and brand equity.
Hypotheses eight and nine are also a general estimate of the designed model based on the background that explains the role of mediating variables: Hypothesis 8: Relationship quality (commitment and trust) mediates the impact of service personalization on brand equity.
Matrix of the square root of the extracted variance average and correlation {Refer to the attached table file} Trust Commitment 0 Brand Equity 0 Customer Appreciation 0 Service Personalization 0 Trust 0/7745 Hypothesis Testing After confirming validity and reliability, the research structural model is evaluated.
(
, 
, 
)
