Determination of the mediating effect of corporate brand image in the relationship between service quality perception level and brand value a field research for PTT institution

The brand value of an institution directly affects not only the financial performance of the institution but also its sustainability, competitive power and image in the long term. In recent years, it has become important to increase the brand image and value by providing quality service by meeting the demands of the customers correctly. Corporate brand image, service quality and brand value feed each other in three different cycles. High service quality creates a positive corporate brand image, which increases the brand value. As the brand value increases, the company's reputation is strengthened and the opportunity to invest in service quality increases. If institutions can manage these three elements in a harmonious way, they achieve sustainable success. In this context, the purpose of the study is to investigate the mediating effect of the perceived corporate brand image between the service quality level and brand value of PTT (Postal and Telegraph Organization) Inc., which has a deep-rooted history of 184 years, a large number of branches and a wide range of services. In order to achieve the purpose of the study, a survey was conducted online on social media tools with 409 people using the snowball sampling method and the data was obtained. The data was transferred from Excel to the SPSS (22) program and the averages of the questions were taken. Validity and reliability analyses of the data were conducted in the Amos (24) program. Explanatory and confirmatory factor analysis were conducted to test the suitability of the research for the structural equation model path analysis. Three of the survey questions were removed from the analysis because their values were not consistent. First, a model was created between service quality and brand value based on Baron and Kenny's causal steps approach and path analysis was conducted. As a result of the analysis, H3: "Service quality level has a positive effect on brand value" hypothesis was accepted. After the verified Model 1, the 2nd Model, which also included the mediation effect of the corporate brand image, was analyzed. As a result of the analysis, the goodness of fit values were good. H1: Service quality level has a positive effect on perceived corporate brand image. H2: Perceived corporate brand image has a positive effect on brand value. H4: Perceived corporate brand image has a mediation effect on the effect of service quality level on brand value. All hypotheses were accepted. In addition, the indirect, direct and total effects between service quality, corporate brand image and brand value variables were examined. Service quality directly affects the corporate brand image, and the corporate brand image directly affects the brand value. In the high value of the service quality level indirectly affecting the brand value, there is a mediating effect of the corporate brand image. The corporate brand image contributes positively to the two variables and a partial mediating effect is found. In line with all the analysis results, some suggestions were made to the PTT institution and researchers. It is assumed that significant contributions will be made to the literature by analyzing brand value, service quality and corporate brand image together.