Presenting the brand equity model of the Welfare Bank and the role of digital literacy in the development of electronic services

Document Type : Original Article

Authors

1 PhD Student, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran,

2 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran,

3 Assistant Professor, Department of Management, Benab Branch, Islamic Azad University, Benab, Iran,

4 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

Abstract

Growth and development of electronic banking and providing face-to-face services to customers is one of the main axes of new banking development and profitability for banks. Since in this index, customers are the main focus of services and the importance of customers in this industry as an asset plays a key role in the emergence of new services and profitability. In this study, the presentation of the brand equity model of the Welfare Bank with emphasis on perceived value and the quality of communication in distance services in electronic banking has been considered. In this study, the statistical population of customers of electronic services of the Welfare Bank and the sample size based on Cochran's formula is 382 people. Data collection tool was a questionnaire and descriptive statistics using SPSS software and testing the research hypotheses and the proposed model using structural equations with partial least squares method (pls software). The results of the data collected from the electronic services customers of the Welfare Bank show; Perceived value of distance services both directly affects the brand equity of the Welfare Bank and indirectly affects the quality of communication in distance services through the mediating variable.

Keywords

Political Sociology of Iran
Volume 5, Issue 8
October 2022
Pages 2-21

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