Arabian Journal of Business and Management Review

Fathian S

Publications

• Research Article
  The Effect of Elements of Service Marketing Mix on Brand Equity, from the Customers Point of View (Case Study: Branches of Melli Bank in Hamadan)
  Author(s): Fathian S, Slambolchi A and Hamidi KFathian S, Slambolchi A and Hamidi K
  
  This study aimed at examining the impact of elements of service marketing mix on brand equity, from the customers’ point of view (Case study: branches of Melli Bank in Hamadan). And using descriptive-survey research method, and from both forms of data collection, library (the study of literature, articles and sites), and field studies (questionnaire), we addressed the evaluation of the relationship between the independent variable (service marketing mix) and its seven dimensions, including service’s nature, price, and distribution, promotion, personnel, physical evidences, and the banking procedures, with the dependent variable (that is, brand equity from the customers’ point of view). Due to the unlimited nature of the study population, who were the cust.. Read More»
  

  Abstract PDF