The Relationship among Customer-based Brand Equity, Satisfaction, and Loyalty in Maskan Bank of Iran

With respect to the competitiveness in the nowadays world, the organizations and institutes are seeking to satisfy their customers’ needsand satisfaction.In order to make them loyal to their organization. While there are many empirical instances that higher levels of customer satisfaction leads to more loyalty, but some authors believe that the relationship between satisfaction and loyalty can be influenced by customer-based brand equity. The purpose of this study is to examine the dimensions of customer-based brand equity (physical quality, staff behavior, ideal self-congruence, brand identification, lifestyle- congruence) and customer satisfactionand brand loyalty has been in Maskan Bank of Iran. This study has been done based on the combination of the customer satisfaction model that has been developed by Ekinciand brand equity model that has been introduced by Aaker.In order to measure the research model and test the research hypotheses, the questionnaire of Ekinci has been employed after some corrections and modifications. The questionnaire has been developed in five-point Liker scale. This research is a descriptive and field studyand non-random sampling method. The statistical population of this study indicates the customers of Isfahan Maskan Banks. In order to test the research hypotheses, Pearson Correlation coefficient, Colmogrov-Smirinov test, multi-variable regression have been used in the SPSS. These results indicated that there are significant positive relationships between customer-based brand equity and customer satisfaction, between brand loyalty and customer satisfaction.