Abstract: Present survey as an applied research has investigated the relationship between Pars Khazar brand benefits and customer satisfaction and its behavioral loyalty considering the role of some mediating variables. To study these relationships, a sample including 384 customers of Pars Khazar brand in Rasht city is selected. Data gathering tool was a researcher made questionnaire. Its validity was tested through the face validity approach, and its reliability was measured by two approaches including Cronbach's alpha (90%) and the split half approach (90/9 %). The findings show that a positive relationship exists between the three brand benefits and customer satisfaction. Another positive relationship was found between brand behavioral loyalty and two benefits including experience based benefits and symbolic one. Analyzing the role of mediating variables revealed that customer satisfaction has mediated the relationship between symbolic and experience based benefits with brand behavioral loyalty. In addition, in the relationship between functional benefits of brand and customer satisfaction, symbolic and experience based benefits mediated this relationship. Therefore, it is suggested that the only way of achieving customer satisfaction and her behavioral loyalty to Pars khazar Khazar brand is to provide customers with functional, symbolic and experience based benefits respectively.
Ebrahimi, A., Alavi, S. M., & Najafi Siyah Roodi, M. (2014). the effect of brand triple benefits on satisfaction and behavioral loyalty of customers
(a study on Pars Khazar brand). Iranian journal of management sciences, 9(35), 113-144.
MLA
Abolghasem Ebrahimi; Seyyed Moslem Alavi; Mehdi Najafi Siyah Roodi. "the effect of brand triple benefits on satisfaction and behavioral loyalty of customers
(a study on Pars Khazar brand)". Iranian journal of management sciences, 9, 35, 2014, 113-144.
HARVARD
Ebrahimi, A., Alavi, S. M., Najafi Siyah Roodi, M. (2014). 'the effect of brand triple benefits on satisfaction and behavioral loyalty of customers
(a study on Pars Khazar brand)', Iranian journal of management sciences, 9(35), pp. 113-144.
VANCOUVER
Ebrahimi, A., Alavi, S. M., Najafi Siyah Roodi, M. the effect of brand triple benefits on satisfaction and behavioral loyalty of customers
(a study on Pars Khazar brand). Iranian journal of management sciences, 2014; 9(35): 113-144.
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