The Relationship between the Quality of Brand Relationship and the Customer Citizenship Behavior an Exploratory Study of the Opinions of a Sample of Workers in Money Transfer Companies

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The Relationship between the Quality of Brand Relationship and the Customer Citizenship Behavior an Exploratory Study of the Opinions of a Sample of Workers in Money Transfer Companies

Yasameen Yaseen Hussein

Abstract

The current research aims to clarify the nature of the relationship between the quality of brand relationship and the customer citizenship behavior. In order to answer the research question quality brand relationships and customer citizenship behavior? the researcher distributed (100) questionnaires to workers in the financial transfer firms of the TAIF Islamic Bank. (83) questionnaires were retrieved, of which the good ones were for statistical analysis (76) questionnaires. The research reached a set of conclusions, the most important of which is that the quality of brand relationship contributes the researcher recommends paying more attention to the quality of brand relationships if companies want to achieve profitable relationships with customers, as well as positive customer behaviors towards companies.

Keywords: Quality of Brand Relations, Customer Citizenship Behavior, Financial Transfer

DOI: 10.52113/6/2022-12-2/107-128

Categories: Uncategorized