Studying the relationship of the services brand on the competitive intelligence (Case study: Markazi bank)

Abstract

The main purpose of this research is to study the relationship of the services brand on competitive intelligence in Markazi bank. The statistical population of the research includes the Markazi bank employees that are 3754 persons. The sample number was obtained 349 persons by classification method and using of Cochran formula. In order to collect the data, the researcher made questionnaire (2001) for the services brand variable and the researcher made questionnaire for competitive intelligence variable were used. The validity of the questionnaire was confirmed by experts and reliability of the questionnaires was evaluated by Cronbach’s Alpha. After completing the questionnaires, in order to analyze the data, statistical tests of Kolmogorov-Smirnov and Spearman test were used. The results indicated that from the perspective of the Markazi bank employees, there is meaningful relationship between the variables of brand identity, brand value, brand image, brand loyalty and competitive intelligence.