The effect of brand experience , service quality and perceived value on brand loyalty study ( Case Study : National Bank of Birjand city )

In the era of knowledge-based economy, the value-creating activities of the organization are not only based on their tangible assets, but the organization's ability to use the intangible assets, will form the main power of their value creating. The aim of this study is to identify the effect of brand experience, service quality and perceived value on loyalty to the brand in the National Bank of Birjand city. Hypothesized relations between the dimensions of brand marketing experience, service quality and perceived value of loyalty, with data that were selected through structured questionnaires from 254 in person clients of National Bank of Birjand by simple random sampling, were collected and analyzed. Research methodology in this study, from the nature dimension is applied and in terms of methodology is descriptive survey. For the questionnaire validity, content validity was used and for the reliability, the Cronbach's alpha that the results of which were calculated 0.97 for the questionnaire was used and for data analysis, the structural equation modeling method with the partial least square approach of Smart PLS software has been used. The results of the analysis showed that there is a relation between brand experience marketing dimension and perceived value with brand loyalty directly and indirectly (through a mediator variable), however, a direct relationship between the quality of service and loyalty is not confirmed, but through mediator variables, the consent of the brand and trust to the brand the relation was confirmed. Keyword: Bank, service quality, brand experience, brand satisfaction, brand trust, perceived value, customer loyalty Introduction In the 1980s and 1990s, the major focus of marketers and researchers was on the customer satisfaction issue and ways to increase the customer satisfaction. However, with the passage of time, marketers have found that a large number of customers, who were satisfied, did not reuse the considering product or service necessarily (hyun, 2010). Today, the organizations believe that they can only hope to survive, increase market share and their profitability in the long-term only with customer loyalty (Ganguli & Roy, 2011; Izogo, 2015). Organizations and institutions that are successful in building customer loyalty, will achieve a big competitive advantage compared to their competitors (Aksu, 2006, Chen, 2015). Previous research also showed that the cost of attracting new customers is several times more than the cost of retaining the existing customers. Thus, creating brand loyalty in customers, especially when there is an intense competition among organizations, has become one of the basic marketing strategies of organizational marketers. As mentioned above, due to an intense competition in the banking industry, one of the most important objectives of the Banks, along Author’s Address Department of Business Management, Birjand Branch,Islamic Azad University , Birjand , Iran. Email: mahmodzadeh2004@yahoo.com with attracting new customers are attracting the loyalty and maintaining the existing customers. So one of the most important issues of the companies is identifying and assessing the role of factors that could lead to the creation of brand loyalty in the customers of organizations. A literature review of the research on brand loyalty reflects the role of different variables in this field. Including variables in the literature of the research were examined the role of them, including variables related to the brand (brand experience, brand satisfaction, brand trust) (Sahin et al., 2011), perceived value (Chen & Tsai, 2008) and Quality of Service (Al-hawari, 2015; Jamal & Anastasiadou, 2009). According to the importance of the customer loyalty issue in the banking industry, the basic issue of the research is to check the status of brand loyalty in the banking industry and the efficacy of brandrelated variables, perceived value and the cost of change on brand loyalty in this industry. Research Literature and background Loyalty Creating customer commitment to do business with a special organization and buying goods and service are frequently described (Ganguli & Roy, 2011; Izogo, 2015). Oliver (1999) believes, the loyalty occurs when customers feel that, the organization compared with competitors is