REVIEW EFFECT OF SERVICE BRAND ORIENTATION ON EQUITY AND THE BRAND-ORIENTED BEHAVIOR OF STAFF: A CASE STUDY OF MELLAT BANK OF IRAN

Abstract

Mellat Bank of all banks in the Islamic Republic of Iran was named the most popular bank in terms of "banking service" and "Internet Banking" in 2014 that is the result of brand orientation in banking services in the fields. The present study aims to assess the impact of brand orientation in Mellat Bank on equity and brand-oriented behavior of staff in Torbat Heidarieh. The research method is descriptive survey and the field method is used to collect data. The results show that the impact of brand oriented services on the brand-oriented behavior of staff is equal to 0.09 and on equity equals to 0.01. The influence of brand equity on the brand-oriented behavior of staff is 0.07. Finally, the research causal model (direction model) presented the relationship between the research variables.