Studying the Mediating Role of Relationship Quality Dimensions between Service Personalization and Customer Gratitude Impact on Brand Equity (Case Study: Irancell Company)
Brand equity is one of the most valuable assets of many companies in competition and a variety of elements relate to it. In the research direct effect of relationship quality and indirect effects of service personalization and customer gratitude affect on brand equity have been modelled and explaine...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2018-04-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_65796_866017f3974c1493c15499fce5be411d.pdf |