Investigation of the effect of service quality on brand love and brand equity

Brand equity and brand love are concepts that become more important day by day, and these concepts have a great effect on consumers' purchasing behavior. The concept of service quality is of great importance in terms of ensuring the competitive structure and continuity of businesses in the service sector and other sectors. In the study, the effect of service quality on brand equity and brand love was investigated. Depending on the purpose of the research, a survey will be carried out by using the appropriate scales in the literature. Operating in the service sector and having received the Lovemark award in the 'Most Loved Bank' category 8 times in a row, T.R. Ziraat Bankası A.Ş. A survey was conducted on its customers. The survey was conducted in the province of Van, based on simple random sample selection and in a way that education, age, gender, and income status could represent the entire population. After the analysis of the data obtained from the appropriate statistical tests, the situation of affecting the measurement of the variables in accordance with the purpose of use was revealed. The research model was tested with structural equation modeling. As a result of the research, it was understood that the interaction dimension of service quality has a positive and significant effect on brand equity. It has been understood that the interaction dimension of service quality has a positive and significant effect on brand love. It has been observed that brand love also has a significant effect on brand equity. In addition, it has been observed that brand love has a mediating role in the effect of the interaction dimension of service quality on brand value.