Explaining the Influence of Organizational Citizenship Behavior on Customer Satisfaction and Brand Equity in the Banking Industry Emphasizing on the Threats and Opportunities
In order to enhance positive effects of organizationalcitizenship behavior along with a decent brand management, companiesneed to execute strategies to develop and reinforce brand equity. For this,the present research investigates the importance of brand equity in thebanking industry as well as the...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2014-06-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_50746_28b6ec4ab5e107c0392bca36360d40c0.pdf |