Post on 03-Jun-2018
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Kshitiz GautamNiyati Sharma
Shrizana Shrestha
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Brand image is how a consumer perceives abrand
Product and service differentiated by creatinga brand imageIn banking industry, impact of brand imageon attitudes and behaviors an important issueSuccess and failure of products or servicedepends on customer satisfaction
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Branding necessity in business ; newconcept for Nepalese banks
Relation between the brand image andsatisfaction not verifiedNo research conducted in Nepalese contextMeasure the relationship among brandimage, perceived service quality andcustomer satisfaction of bank
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To investigate whether a positive brand
image enhances customer satisfaction or notTo understand the role of perceived service
quality in developing customer satisfaction
To understand whether brand image has an
impact on perceived service quality
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Banks Brand image (Independent
Variable)
Perceivedservice quality(Mediatingvariable)
CustomerSatisfaction(Dependent
Variable)
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H1: Banks brand image has a positive impacton perceived service quality
H2: Perceived service quality as positiveimpact n customer satisfactionH3: Banks brand image has positive impacton customer satisfaction
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Perception about brand reflected by BrandAssociation.
Brand Association Attributes Benefits Attitudes
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PopulationIndividuals who hold savings or checking accounts
in a Nepali bank.Population size 1098800
Sample DeterminationSimple Random SamplingSample size: 400 (with 95% confidence level and5% confidence Interval)Self Administrative Questionnaire
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4 SectionsDemographic Information
Brand ImagePerceived Service QualityCustomer Satisfaction
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Based On
Demographic
Information
Custom
Brand Image Custom Keller
Service Quality Modified SERVQUAL byA. Parasuraman & A ZeithamlCustomerSatisfaction
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Baron and Kenny (1986) proposed a four step approach
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There is no standardized scale to measurebrand image. Theorist have developed these
scales on different contextsSelf image, social image, with respect tocompetitors, free forming qualitative techniques.
Combined effects of brand image andperceived service quality on customersatisfaction can not be assessed through thismodel