Seyedin, Bahram, Ramazani, Mojtaba, Bodaghi Khajeh Noubar, Hossein, Alavimatin, Yaghob. (1400). Customer lifetime value analysis in the banking industry with an emphasis on brand equity. هنرهای کاربردی, 12(2), 991-1004. doi: 10.22075/ijnaa.2021.5169
Bahram Seyedin; Mojtaba Ramazani; Hossein Bodaghi Khajeh Noubar; Yaghob Alavimatin. "Customer lifetime value analysis in the banking industry with an emphasis on brand equity". هنرهای کاربردی, 12, 2, 1400, 991-1004. doi: 10.22075/ijnaa.2021.5169
Seyedin, Bahram, Ramazani, Mojtaba, Bodaghi Khajeh Noubar, Hossein, Alavimatin, Yaghob. (1400). 'Customer lifetime value analysis in the banking industry with an emphasis on brand equity', هنرهای کاربردی, 12(2), pp. 991-1004. doi: 10.22075/ijnaa.2021.5169
Seyedin, Bahram, Ramazani, Mojtaba, Bodaghi Khajeh Noubar, Hossein, Alavimatin, Yaghob. Customer lifetime value analysis in the banking industry with an emphasis on brand equity. هنرهای کاربردی, 1400; 12(2): 991-1004. doi: 10.22075/ijnaa.2021.5169

Customer lifetime value analysis in the banking industry with an emphasis on brand equity

International Journal of Nonlinear Analysis and Applications
دوره 12، شماره 2، بهمن 2021، صفحه 991-1004    اصل مقاله (711.84 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22075/ijnaa.2021.5169
نویسندگان
Bahram Seyedin1؛ Mojtaba Ramazani* 2؛ Hossein Bodaghi Khajeh Noubar1؛ Yaghob Alavimatin1
1Department of Management , Tabriz Branch, Islamic Azad University, Tabriz, Iran
2Department of Management, Bonab Branch, Islamic Azad University, Bonab, Iran
چکیده
Due to the competitiveness of the banking industry and the importance of profitability, access to customer information is essential for establishing effective relationships that serve the interests of both parties. Establishing long-term customer relationships and building brand equity are pivotal in modern banking, and thus improving relationship quality plays a key role in development of new services and customer lifetime value (CLV) measurement. The purpose of the present research is to provide a new model for CLV measurement in the banking industry with an emphasis on brand equity. This study is descriptive and a question naire is used to collect data. The population consists of all the customers of Refah Bank of Iran (with an average annual resources of at least 500m rials), of whom 382 are randomly selected as the sample. Data are analyzed using de-scriptive statistics in SPSS and partial least squares structural equation modeling (PLS-SEM) in SmartPLS. The results indicate the strong fit of the overall model (GOF = 0.782) and show the significant positive effect of
brand equity on CLV.
کلیدواژه‌ها
Customer Lifetime Value؛ Brand Equity؛ Relationship Quality؛ Perceived Value؛ Banking
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