Investigating the Impact of Brand Experience, Service Quality, and Perceived Value on Word-of-Mouth Communication

An examination of the research literature reveals that brand experience, service quality, and perceived value impact customer loyalty, and in turn, customer loyalty positively influences word-of-mouth advertising. Consumers prefer to acquire more information through verbal communication. Considering the importance of word-of-mouth advertising, banks can encourage customers to verbally promote banking services by providing advice to others. The aim of this research is to investigate the influence of brand experience, service quality, and perceived value on word-of-mouth advertising among customers of Parsian Bank in Tehran. The research is applied in terms of its objective and descriptive-survey in terms of data collection. The statistical population includes all Parsian Bank customers in Tehran in the year ۲۰۲۰. Non-random sampling was employed, and the sample size is ۳۳۰ individuals. Data were collected through a ۲۲-item questionnaire using a ۵-point Likert scale, and analysis was conducted using SPSS and SMARTPLS software. The results confirm all hypotheses in the target statistical population, indicating that brand experience, service quality, perceived value, and loyalty positively influence word-of-mouth advertising.

کلیدواژه ها:

Brand Experience ، Service Quality ، perceived value ، Word-of-mouth advertising ، Loyalty