A Conceptual Model of Branding Using the Relation Management with the Customer for Prioritizing the Effective Parameters of Consumptive Values in Electronic Services of the Banks

At the present, the firms use the customer value as a tool for establishing competitive advantages among the rivals. They attempt, by recognizing the value in the eye of the customer, to give a more suitable image of their commercial brand. This article has investigated the effects of the consumption values of the customers in their choice of brand in financial and credit services. These customers in the province of Kermanshah were taken as the population sample. The sampling was accidental and 384 individuals were selected. A reliable questionnaire elicited the customer cognitive and emotional responses. The results of different tests were achieved with the focus being on the three much consumed brand. The results show that, other than the significance of the relationships, the customers in the place of study have received more services from a certain brand and this has also brought the most emotional and cognitive value for the receivers of financial services. Therefore, using the brand management and the knowledge we will suggest many ways of entering the markets for the domestic producers

Management of the relations with the customer, Marketing, Brand management, Data exploration, Customer recognition.