Transactions on Data Analysis in Social Science

Transactions on Data Analysis in Social Science

Investigating the Impact of Brand Experience, Service Quality, and Perceived Value on Word-of-Mouth Communication

Document Type : Original Article

Authors
S. R. Razavi Saeedi 1
M. Amini 2
Y. Eshaq Teimoori 3
1 PhD in Management, University of Tehran, Lecturer, Iran
2 Master’s Student in Management, Islamic Azad University, North Tehran Branch, Iran
3 Master’s Student in Management, Islamic Azad University, Virtual Branch, Tehran, Iran
10.47176/TMI.2020.216
Abstract
An examination of the research literature reveals that brand experience, service quality, and perceived value impact customer loyalty, and in turn, customer loyalty positively influences word-of-mouth advertising. Consumers prefer to acquire more information through verbal communication. Considering the importance of word-of-mouth advertising, banks can encourage customers to verbally promote banking services by providing advice to others. The aim of this research is to investigate the influence of brand experience, service quality, and perceived value on word-of-mouth advertising among customers of Parsian Bank in Tehran. The research is applied in terms of its objective and descriptive-survey in terms of data collection. The statistical population includes all Parsian Bank customers in Tehran in the year 2020. Non-random sampling was employed, and the sample size is 330 individuals. Data were collected through a 22-item questionnaire using a 5-point Likert scale, and analysis was conducted using SPSS and SMARTPLS software. The results confirm all hypotheses in the target statistical population, indicating that brand experience, service quality, perceived value, and loyalty positively influence word-of-mouth advertising.
Keywords
Brand Experience
Service Quality
Perceived Value
Word-Of-Mouth Advertising
Loyalty
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Transactions on Data Analysis in Social Science
Volume 2, Issue 4
Autumn 2020
Pages 216-224

  • Receive Date 08 July 2020
  • Revise Date 13 October 2020
  • Accept Date 16 December 2020