@article{MAKHILLIBM2016102126813,
    title = {Reviewing and Identifying Factors Influencing Customer Mental Image: A Case Study of Mehr Finance Bank of Ilam},
    journal = {International Business Management},
    volume = {10},
    number = {21},
    pages = {5201-5207},
    year = {2016},
    issn = {1993-5250},
    doi = {ibm.2016.5201.5207},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2016.5201.5207},
    author = {Sadegh,Esfandiar and},
    keywords = {Mental image,quality of services,advertisement,diversity of services,technology,brand identity},
    abstract = {The current study was conducted to identify the factors influencing the formation of the customer mental image of Mehr Finance Bank of Ilam. The statistical population consisted of all customers who referred to Mehr Finance Bank of Ilam during the fall 2013. They were selected by a simple randomized sampling method. The instrument used in the present study was a researcher-designed questionnaire that was utilized to collect the required data from the customers. The collected data were analyzed at both descriptive and inferential levels. At descriptive level, frequency table, frequency percentage, frequency percentage graph, central tendency and distribution indices were employed to represent the status of the sociological variables and predictor and criterion variables and at inferential level, structural equation modeling was employed. For data analysis, SPSS and LISREL ver. 8.72 (Windows edition) were employed.}
    }