Authors : Mahya Bakhshaei and Kewmars Fallahi
Abstract: In current competitive world, one of the main goals of companies is to provide the best quality goods and services. Companies can increase the number of customers, profit, value and prestige by quality. Additionally, brand trust is a powerful method to create a unique brand. Perceived quality of services, perceived quality of product, brand trust, behavioral intention and brand loyalty are the most important discussions in any industrial policy. Considering this and conducting limited integrative studies on effects of perceived quality of goods and services on brand trust, behavioral intention and brand loyalty, this study integrated these variables. This study was a cross-functional research. The studied population included all customers of Barez Company in Tehran Province. Considering the infinity of population, Krejcie and Morgan table was used to determine the sample size (384). Sampling was performed by simple random sampling and data was collected by questionnaire.
Mahya Bakhshaei and Kewmars Fallahi, 2016. Mediating Role of Brand Trust and Behavioral Intention in the Relationship Between Perceived Quality of Services and Goods and Brand Loyalty (Case Study: Representatives of Barez Company in Tehran). International Business Management, 10: 5507-5512.