Analyzing The Relationship between Customer Equity Drivers and Purchase Intention case study: ones of Iranian banks in Tehran

The present research is conducted for studying and explaining the relationships between customer equity, which represents value equity, brand equity, relationship equity, with customer purchase intentions. We have used survey and correlation methods for gathering and analyzing of required data, respectively. The statistical population comprised of one of Iranian banks in Tehran, sample size was computed by using Krejcie and Morgan table, therefore 384 questionnaires were completed. We used customer equity framework created by Sunghyup(2009) and Kim & Ko(2011). We used questionnaires for data gathering and LISREL software, structural equation analyses, for data analyzing. Ten hypotheses were derived and, based on data analysis, six hypotheses were supported. Value and relationship equity were confirmed to be important factors in enhancing customer equity in the bank studied. Further, Relationship equity has the strongest impact on the development of customer equity in this particular industry. Relationships among value equity, brand equity, and relationship equity were also identified.