The Role of Intra Organizational Brand Equity on Customer Satisfaction, Studying the Mediating role of Brand Citizenship Behavior and Employee Satisfaction

The purpose of this study is to investigate the effect of intra-organizational brand equity on customer satisfaction, directly and indirectly through brand mediation, and employee satisfaction as components of brand equity benefits. This research is applied in terms of purpose and descriptive-survey in terms of the nature of data collection. The statistical population consists of all bank tellers in Karaj branches of Shahr bank as well as customers which have accounts in this bank. The sample size was 384 and convenient sampling method was applied. A questionnaire was used for data collection. The validity of the questionnaire was confirmed through construct and content validity and its reliability was confirmed by Cronbach's alpha coefficient. Structural equation modeling was used for data analysis through PLS software. The results of this research show that intra-organizational brand equity (brand Knowledge, brand commitment and role clarity) has a positive impact on customer satisfaction. The benefits of intra-organizational brand equity with the brand citizenship behavior and employee satisfaction components also positively affect customer satisfaction. Also, the results show that the effect of intra-organizational brand equity on customer satisfaction increases with the mediating role of organizational citizenship behavior and employee satisfaction. The results can be a way for employers to develop human resource strategies with an emphasis on internal marketing to succeed in the competition.