The study of mobile applications technologies role for improving the brand equity of Refah bank

The purpose of this study is to investigate the impact of perceived value in using mobile applications technologies on improving brand equity in Refah Bank. This study is categorized as applied and descriptive. The statistical population was consisted of all customers of Alborz Refah Bank which is assumed unlimited. According to Krejcie-Morgan’s sample size table, the sample size was calculated to be 385. Data collection was done by a researcher-made questionnaire. The content validity of questionnaire was confirmed using expert's opinion and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Results of the study indicate that personal innovativeness, self-congruence, perceived risk and new service novelty have a significant impact on perceived value in Refah Bank. Also, perceived value with the mediating role of customer satisfaction and customer commitment has a positive and significant effect on brand equity. In addition, age moderates the impact of customer satisfaction and customer commitment on brand equity. According to the results, it is suggested that through promotional activities, the general attention of Refah Bank customers towards mobile application technologies be increased. In this regard, the benefits of new technologies of financial and specialized services should be emphasized more to make the superior position of the Refah bank financial services applications more tangible for the customers and the target community to perform beneficial interactions.