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Kshitiz GautamNiyati Sharma

Shrizana Shrestha

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Brand image is how a consumer perceives abrand

Product and service differentiated by creatinga brand imageIn banking industry, impact of brand imageon attitudes and behaviors an important issueSuccess and failure of products or servicedepends on customer satisfaction

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Branding necessity in business ; newconcept for Nepalese banks

Relation between the brand image andsatisfaction not verifiedNo research conducted in Nepalese contextMeasure the relationship among brandimage, perceived service quality andcustomer satisfaction of bank

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To investigate whether a positive brand

image enhances customer satisfaction or notTo understand the role of perceived service

quality in developing customer satisfaction

To understand whether brand image has an

impact on perceived service quality

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Banks Brand image (Independent

Variable)

Perceivedservice quality(Mediatingvariable)

CustomerSatisfaction(Dependent

Variable)

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H1: Banks brand image has a positive impacton perceived service quality

H2: Perceived service quality as positiveimpact n customer satisfactionH3: Banks brand image has positive impacton customer satisfaction

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Perception about brand reflected by BrandAssociation.

Brand Association Attributes Benefits Attitudes

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PopulationIndividuals who hold savings or checking accounts

in a Nepali bank.Population size 1098800

Sample DeterminationSimple Random SamplingSample size: 400 (with 95% confidence level and5% confidence Interval)Self Administrative Questionnaire

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4 SectionsDemographic Information

Brand ImagePerceived Service QualityCustomer Satisfaction

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Based On

Demographic

Information

Custom

Brand Image Custom Keller

Service Quality Modified SERVQUAL byA. Parasuraman & A ZeithamlCustomerSatisfaction

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Baron and Kenny (1986) proposed a four step approach

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There is no standardized scale to measurebrand image. Theorist have developed these

scales on different contextsSelf image, social image, with respect tocompetitors, free forming qualitative techniques.

Combined effects of brand image andperceived service quality on customersatisfaction can not be assessed through thismodel