Journal of Accounting and Management Vision

Journal of Accounting and Management Vision

Investigating the effect of perceived electronic services quality on brand equity with the mediating role of customer culture (Case study: Sepah Bank, North Khorasan Province)

Document Type : Original Article

Authors
Mohammad Norouzi 1
abbas ghodrati zoeram 2
amanolah haghighi 3
reza ghoreishi 4
1 Assistant Professor Department of Accounting, Faculty of Administrative and Economic Sciences, Gonbad Kavous University lecturer, Gonbad Kavous, Iran
2 Department of Accounting, Faculty of Technical Boys, Technical and Vocational University (TVU) Lecturer , Shirvan, Iran
3 Master of Information Systems Management, Deputy Director of Management Development and Resources of the General Department of Economic Affairs and Finance of North Khorasan Province
4 Master of Accounting, Auditor of the General Department of Economic Affairs and Finance of North Khorasan Province
Abstract
Today, investing in service quality is considered as a strategic advantage and its role in promoting brand equity and ultimately increasing the intention of customers to buy, especially in service industries such as the banking industry is emphasized. On the other hand, rapid changes in technology, rapid changes in the market and customer needs are factors that greatly emphasize the role of the brand and make special attention to it inevitable because a strong brand will help companies to meet the environment and customer needs. , Differentiate themselves in the markets and maintain their financial and business performance. Today, culture has become the source of all the capabilities of the organization, so that some believe that the success and failure of organizations should be found in their culture. Based on this argument, the present study aims to investigate the mediating role of customer culture on the relationship between perceived e-service quality and brand equity. This research is of descriptive-survey type. In order to achieve the objectives of the research, a sample of 292 customers from 45 branches of Sepah Bank selected in North Khorasan province was selected. Structural Equation Modeling (SEM) and Factor Analysis (CFA) tests from Amos software version 22 were used to analyze the data. Findings indicate a significant effect of the mediating role of customer culture on the relationship between the quality of perceived e-services with brand equity
Keywords
Service quality
perceived value
brand equity
customer culture