THE EFFECT OF SERVICE QUALITY ON BRAND LOVE AND BRAND EQUITY

The concept of service quality (SQ) is of great importance in terms of ensuring the competitive structure and continuity of businesses in the service sector and other sectors. In the study, the effect of interaction dimension of service quality (IDSQ) on brand equity (BE) and brand love (BL) was investigated. Depending on the purpose of the research, a survey will be carried out by using the appropriate scales in the literature. Operating in the service sector and having received the Lovemark award in the 'Most Loved Bank' category 8 times in a row, T.R. Ziraat Bankası A.Ş. A survey was conducted on its customers. The survey was conducted in the province of Van, based on simple random sample selection and in a way that education, age, gender, and income status could represent the entire population. After the analysis of the data obtained from the appropriate statistical tests, the situation of affecting the measurement of the variables in accordance with the purpose of use was revealed. The model was tested with structural equation modeling (SEM). It was understood that the IDSQ has a positive effect on BE. IDSQ has a positive effect on BL. It has been observed that BL also has positive effect on BE. In addition, BL has a mediating role in the effect of the IDSQ on BE.