التفاصيل البيبلوغرافية
| العنوان: |
The Impact of Branding in Building and Enhancing Customer Loyalty for Banking Services: an Applied Study of Commercial Bank Customers in Jordan |
| المؤلفون: |
Alatyat, Zakarya, Atiat, Hadi Saleh, Al-Qatawneh, Manar Ibrahim, Alrahamneh, Nour Hussien Yousef, Alrahamneh, Hussien Yousef, Alzyadat, Mohammad Awad, Jalil, Mohammad Mansour Abu |
| المصدر: |
International Journal of Professional Business Review; Vol. 8 No. 4 (2023): Continuous publication; e01138 ; International Journal of Professional Business Review; v. 8 n. 4 (2023): Continuous publication; e01138 ; 2525-3654 |
| بيانات النشر: |
Open Access Publications Ltda. |
| سنة النشر: |
2023 |
| المجموعة: |
International Journal of Professional Business Review (JPBR) |
| مصطلحات موضوعية: |
Brand, Branding, Customer Loyalty, Banking Services, Commercial Banks, Jordan |
| الوصف: |
Purpose: The aim of this study is to examine the impact of branding in building and enhancing customer loyalty for banking services. Theoretical framework: branding dimensions are the first factors, which affect a customer’s opinion of the quality and features a particular product, including brand recognition, mental image, trust, satisfaction, market value, and perceived quality. A large number of studies indicate that customer loyalty influences brand value (Janghyeon & Yuksel, 2011). Design/methodology/approach: The research reports on field study that operationalizes a theoretical framework to examine the impact of branding in building and enhancing customer loyalty for banking services. Findings: Evidence from the study indicates that the dimensions of branding have a statistically significant impact in building and enhancing customer loyalty for banking services in Jordan Research, Practical & Social implications: the study suggests improving customer trust in their brand and banking services, because such trust is one of the most important dimensions that enhances customer satisfaction, and persuades them to have the desired level of loyalty for these services. Originality/value: The results indicate the role of the branding can build and enhance customer loyalty for banking services in commercial bank in Jordan. ; Este estudio tiene como objetivo identificar el impacto de la marca en la construcción y mejora de la lealtad del cliente para los servicios bancarios. La muestra del estudio consta de 400 encuestados que fueron seleccionados al azar entre clientes de bancos comerciales en Jordania durante el período de estudio. Se desarrolló un cuestionario para recopilar datos de los encuestados. Se utilizaron métodos descriptivos para analizar los datos y la hipótesis se probó mediante un análisis de regresión lineal múltiple. La evidencia del estudio indica que las dimensiones de la marca tienen un impacto estadísticamente significativo en la construcción y mejora de la lealtad del cliente para los ... |
| نوع الوثيقة: |
article in journal/newspaper |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| Relation: |
https://www.openaccessojs.com/JBReview/article/view/1138/548; https://www.openaccessojs.com/JBReview/article/view/1138 |
| الاتاحة: |
https://www.openaccessojs.com/JBReview/article/view/1138 |
| Rights: |
Copyright (c) 2023 Zakarya Alatyat, Hadi Saleh Atiat, Manar Ibrahim Al-Qatawneh, Nour Hussien Yousef Alrahamneh, Hussien Yousef Alrahamneh, Mohammad Awad Alzyadat, Mohammad Mansour Abu Jalil ; https://creativecommons.org/licenses/by-nd/4.0 |
| رقم الانضمام: |
edsbas.A4133C5D |
| قاعدة البيانات: |
BASE |