The study of the effect of brand name on customer loyalty

Abstract

The use of the brand name by potential and actual customers is often a criterion for quality and excellence of their product or service. This study examines the effect of services brand on customer loyalty. An important point that should be pointed is that the services are not meant to naming services. In this study, four dimensions of brand namely the brand image, company image, company trust, and employee trust and their impact on customer loyalty have been examined in customers of Tehran real estate services in Tehran city. The basis of this research is to understand the theoretical and operational services of brand and how consumer perceptions of a brand influence on the customer value and loyalty? The statistical population was the real estate customers in Tehran city and 380 questionnaires were distributed by proportional to size cluster among them in April 2012. At the end of the data analysis by SPSS soft ware for descriptive statistics and LISREL for correlation analysis and factor analysis, it was found that, the brand in the services area has a positive effect on customer loyalty.