Revue du Journal arabe des affaires et de la gestion

The Effect of Elements of Service Marketing Mix on Brand Equity, from the Customers Point of View (Case Study: Branches of Melli Bank in Hamadan)

Abstract

Fathian S, Slambolchi A and Hamidi K

This study aimed at examining the impact of elements of service marketing mix on brand equity, from the customers’ point of view (Case study: branches of Melli Bank in Hamadan). And using descriptive-survey research method, and from both forms of data collection, library (the study of literature, articles and sites), and field studies (questionnaire), we addressed the evaluation of the relationship between the independent variable (service marketing mix) and its seven dimensions, including service’s nature, price, and distribution, promotion, personnel, physical evidences, and the banking procedures, with the dependent variable (that is, brand equity from the customers’ point of view). Due to the unlimited nature of the study population, who were the customers of branches of Melli Bank in Hamadan, using Cochran formula and the Morgan table, a sample of 384 people were selected for the study. In this study, a questionnaire was used to collect the data, and in the data analysis section, the simple linear regression analysis test was used to test hypotheses of the study. The results of the research showed that all of the hypotheses of the study have been accepted, and among the seven dimensions of the service marketing mix elements, promotion index, with the value of 0.675, has the highest impact on brand equity from the point of view of customers in the branches of Melli Bank in Hamadan.