1: Assistant Professor, Economics, Imam Khomeini International University (IKiu)2: M.S. Imam Khomeini International University, Qazvin, Iran
The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers’ evaluation of various service brand dimensions and communication. The conceptual model showing the relations among the variables, which the hypothesis are developed based on that and reviewed literature. 110 questionnaires with multiple choice questions were distributed among sample individuals in Iranian companies of Qazvin, That 102 of them were Usable. We applied Smart-PLS method to analysis the data. The findings indicated that brand attitude positively impact brand loyalty and brand satisfaction influence brand attitude. It means that satisfaction indirectly impact customers to be loyal. But brand hearsay does not effect on brand satisfaction, evidence and satisfaction.
Service Brand, Brand Loyalty, Customer Satisfaction
