Impact of Brand Community in Social Networks on Customer Loyalty to Brand (Case Study: Customers of the Tejarat Bank)

Fatemeh Goli

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URL :   http://research.shahed.ac.ir/WSR/WebPages/Report/PaperView.aspx?PaperID=84918
Date :  2018/02/28
Publish in :    HELIX
DOI :  https://doi.org/10.29042/2018-3264-3273
Link :  http://helix.dnares.in/ category/2018/volume-2-2018/
Keywords :brand, community, social, customer, loyalty, brand

Abstract :

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Abstract In todays challenging environments where businesses and firms are increasingly competing with each other, they cannot compete with outdated marketing philosophy in this environment. The emergence and expansion of communication technologies has made social networks one of the most important tools for effective participation in the field of competition. This advancement forces firms to apply their efforts to improve their position in the minds of the customer by eliminating location and time problems. The present paper aims to investigate the impact of brand community in social networks on customer loyalty in the Tejarat Bank. This paper examines the impact of brand community in social networks on customer loyalty to the brand in the Tejarat Bank. The data were collected using a survey method of questionnaire distribution among 301 customers of Tejarat Bank in 20 branches of Tehran city and it has been analyzed using partial least squares method. The results of the findings show that community in social networks has a positive and significant effect on customer loyalty to brand in Tejarat Bank, but the effect of satisfaction on behavioral loyalty has not been confirmed. The purpose of the present research is to help banks in providing better and high quality services by using new marketing methods and increasing customer loyalty by supplying their consent and keep absorbed customers at a low cost.