Explaining the impact of service quality on identity and brand personality

• Autorzy: Esmaeilpour M. , Hoseini M.

Identyfikatory

DOI

10.17512/pjms.2017.16.2.08

Warianty tytułu

PL

Wyjaśnienie wpływu jakości usług na tożsamość i osobowość marki

• Języki publikacji: EN

Abstrakty

EN

The aim of this research was to evaluate the impact of service quality dimensions on identity and brand personality in Iran Insurance Company. This research is an applied research in terms of results and correlational type of descriptive-survey in terms of the nature and methodology. The research population included buyers of insurance services of Iran Insurance Company in the city of Shiraz. Due to the large size of population, available sampling method was used in this research. The statistical sample size based on unlimited population Cochran Formula was determined to be 384 people. Data were collected through a questionnaire. For the analysis of data, structural equation modeling was used. The results showed that five dimensions of service quality including tangible factors, reliability, assurance, responsiveness, and empathy have positive and significant impact on brand identity. In addition, all these dimensions, except for responsiveness, have positive impact on brand personality.

PL

Celem artykułu była ocena wpływu wymiarów jakości usług na tożsamość i osobowość marki w Irańskim Towarzystwie Ubezpieczeniowym. Niniejsza analiza jest zaawansowanym badaniem pod względem wyników i korelacyjnego typu analiz opisanego pod względem natury i metodologii. Populacja badana obejmowała nabywców usług ubezpieczeniowych Irańskiego Towarzystwa Ubezpieczeniowego w mieście Shiraz. Ze względu na dużą liczebność populacji w badaniach wykorzystano dostępną metodę wyboru próbek. Statystyczna wielkość próby oparta na nieograniczonej populacji Formuły Cochran została ustalona na 384 osoby. Dane zebrano za pomocą kwestionariusza. Do analizy danych zastosowano modelowanie równań strukturalnych. Wyniki wykazały, że pięć wymiarów jakości usług, w tym czynniki fizyczne, rzetelność, pewność, zdolność reagowania i empatia mają pozytywny i znaczący wpływ na tożsamość marki. Ponadto wszystkie te wymiary, z wyjątkiem reakcji, mają pozytywny wpływ na osobowość marki.

Słowa kluczowe

EN

service quality; dimensions of service quality; Servqual model; brand personality; brand identity; Iran insurance company

PL

jakość usług; wymiary jakości usług; model Servqual; osobowość marki; tożsamość marki; Irańskie Towarzystwo Ubezpieczeniowe

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2017
• Tom: Vol. 16, No. 2
• Strony: 88--98
• Opis fizyczny: Bibliogr. 22 poz., rys., tab.

Twórcy

autor

Esmaeilpour M.

• Persian Gulf University, Faculty of Business. Bushehr, Iran

autor

Hoseini M.

• Persian Gulf University, Faculty of Business. Bushehr, Iran

Bibliografia

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).