The role of brand building in enhancing banks’ customer loyalty (Analytical Study on a sample of Iraqi private sector banks)

Salam Jassim Hmood, Haneen Maitham Ali
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Abstract

The current research aims to analyze the relationship between brand building as an independent variable and the loyalty of Iraqi private bank customers, depending on the main hypothesis: (the brand building variable has a statistically significant effect on the customer loyalty variable). This research follows the descriptive analytical method with a sample of 200 respondents distributed among decision-makers in a sample of (15) private commercial banks in central and southern Iraq by utilizing Structural Equation Modeling (SEM) and Path Analysis within the software SPSS.V.23 and AMOS.V.23 . The most important conclusions are the nature of the relationship between brand building and the customer loyalty which is positive linear, that means the banks' efforts in the brand building affect the loyalty of their customers.
品牌建设在提高银行客户忠诚度中的作用(以伊拉克私营银行为例的分析研究)
本研究旨在分析品牌建设作为自变量与伊拉克私人银行客户忠诚度之间的关系,主要假设:(品牌建设变量对客户忠诚度变量具有统计显著的影响)。本研究采用描述性分析方法,利用结构方程建模(SEM)和路径分析软件SPSS.V中的路径分析,在伊拉克中部和南部的(15)家私人商业银行样本中分布了200名受访者。23和AMOS.V。23。最重要的结论是品牌建设与客户忠诚度之间的关系本质是正线性的,这意味着银行在品牌建设方面的努力影响了客户的忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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