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Kshitiz Gautam

Niyati Sharma
Shrizana Shrestha
Brand image is how a consumer perceives a
brand
Product and service differentiated by creating
a brand image
In banking industry, impact of brand image
on attitudes and behaviors an important issue
Success and failure of products or service
depends on customer satisfaction
Branding necessity in business ; new
concept for Nepalese banks
Relation between the brand image and
satisfaction not verified
No research conducted in Nepalese context
Measure the relationship among brand
image, perceived service quality and
customer satisfaction of bank

Research Question:
Does a banks brand image have an
impact on customers satisfaction & loyalty in
Nepal?

To investigate whether a positive brand
image enhances customer satisfaction or not
To understand the role of perceived service
quality in developing customer satisfaction
To understand whether brand image has an
impact on perceived service quality

Banks Brand image
(Independent
Variable)
Perceived
service quality
(Mediating
variable)
Customer
Satisfaction
(Dependent
Variable)
H1: Banks brand image has a positive impact
on perceived service quality
H2: Perceived service quality as positive
impact n customer satisfaction
H3: Banks brand image has positive impact
on customer satisfaction
Perception about brand reflected by Brand
Association.
Brand Association
Attributes
Benefits
Attitudes
Population
Individuals who hold savings or checking accounts
in a Nepali bank.
Population size 1098800
Sample Determination
Simple Random Sampling
Sample size: 400 (with 95% confidence level and
5% confidence Interval)
Self Administrative Questionnaire



4 Sections
Demographic Information
Brand Image
Perceived Service Quality
Customer Satisfaction
Based On
Demographic
Information
Custom
Brand Image Custom Keller
Service Quality Modified SERVQUAL by
A. Parasuraman & A Zeithaml
Customer
Satisfaction
Baron and Kenny (1986) proposed a four step approach
Such study may not only be applicable to
banks but to other service industry as well.
Helps service industry enhance service quality
by allocating resources to develop brand.
Helps banks to differentiate their services
from their competitors.
There is no standardized scale to measure
brand image. Theorist have developed these
scales on different contexts
Self image, social image, with respect to
competitors, free forming qualitative techniques.
Combined effects of brand image and
perceived service quality on customer
satisfaction can not be assessed through this
model