The relationship between service quality and brand equity of consumer decisions

ehsan fakhrae¹

1) Student Master of Business Administration (internal) University of Nishapur. Khorasan Razavi. Iran.

IOI Code : XYAC-ZCADH
Publication : 3rd.International Conference on Modern Research’s in Management,Economics & Accounting(3meaconf.com)
Abstract :
    This study aimed to investigate the relationship between service quality and brand equity of consumer decision-making has been done. The practical purpose and the nature and method of research is descriptive. The target population included all individuals Consumer Products Food Industries dawn in Mashhad (5,000) people, and two-stage cluster sampling method with Morgan table 360 questionnaires were distributed, 327 were returned. Quality of service is SERVQUAL questionnaire based on customer decision-making researcher questionnaire and questionnaire brand equity, according to research done by other researchers was designed The validity of this study was approved by the teachers said that the quality of service and reliability by using Cronbach s alpha 0.943, 0.948, brand equity, brand recognition and purchase 0.854 0.701 respectively. SPSS software is used to analyze the data. The results of the data analysis, the quality of provided services and decision-making customers, the quality of provided services and brand recognition, the quality of provided services and shopping, among the significant factors, trust and empathy on brand equity, brand equity among consumers and decision-making, between customers and brand recognition, brand equity and customer acquisition and brand equity there is.

Keywords : services service quality brand equity plan to buy