The Effect of Service Marketing Mix on Brand Equity(Case Study Keshavarzi Bank)

In today's competitive world, brands are tools for promoting adding values to products and also are one of the most valuable assets of an enterprise. This research aims to assess determining factors of service marketing mix based on Aker’s brand equity (perceived quality, brand loyalty, brand awareness, brand associations) pyramid. Services marketing mix includes Advertising, Banking Services, Branch Accessibility and Process. This research is an applied one. The method used is descriptive. The survey is based on random sampling procedure from Keshavarzi Bank consumers in Mazandaran (n=236) and the analysis of results is done with Structural Equation Model (SEM). The research instrument was a questionnaire whose reliability was calculated through Cronbach's alpha (α=0.94) and its content validity was analyzed and approved by the expert opinions. The results represent that Banking services and Advertizing, positively, will affect the brand equity. Finally, advertising has been recognized as the most influential element in increasing brand equity

Keywords:

Brand equity , Advertising , Banking services , Brand loyalty