The effect of brand experience on customer participation with the mediating role of service quality (case study: Pasargad Insurance)

Document Type : Original Article

Authors
asieh mozaffari asrami 1
Reza Yousefi saeidabadi 2
1 M.A, Department of Business Administration, Marketing Department, Sari Branch, Islamic Azad University, Sari, Iran
2 Assistant professor, Department of management, Sari branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2024.153162
Abstract
The purpose of this research is the effect of brand experience on customer participation with the mediating role of service quality (case study: Pasargad Insurance). This research is applied in terms of purpose and descriptive-survey in terms of the statistical population of the research includes all customers of Pasargad insurance in Mazandaran province, the number of which is unknown. To determine the required sample size from Cochran's unlimited population sampling formula, the number of samples is considered to be 384 people, which is selected by the available non-probability method. In the current research, the field method was used to collect primary data, and the primary data collection tool was a five-choice Likert questionnaire, and the library method was used to collect secondary data. The validity of the questionnaire has been used using the method of content validity and face validity, and its reliability has been calculated using Cronbach's alpha, the total reliability of which is equal to 0.89. Structural equation modeling method and SMARTPLS software were used to test the research hypotheses. The results of the research showed that brand experience has a significant effect on customer participation with the mediating role of service quality, and brand experience has a significant effect on customer participation and service quality, and service quality has a significant effect on customer participation.

Keywords

Subjects

  • Receive Date 06 July 2022
  • Accept Date 22 June 2022