Abstract:

One of the most important issues in considering the field of services is, keeping and maintaining customers. This issue regarding the insurance industry as a specific used service is in the Condition of exception, which is more important. Therefore the researcher intends to participate in checking the level of brand equity's impaction the customers' satisfaction and loyalty in the Iran insurance company by this applied research. Due to the unlimited population, the researcher uses the random cluster sampling method by selecting 384 as the research sample. The validity of research questionnaire was obtained by two different ways of face validity and construct validity. The results of the path analysis test suggest that the brand equity has a significant impact on customer satisfaction. As well, the four dimensions of brand equity have a significant impact on the customer satisfaction (quality of service, lifestyle, ideal self-concept, behavior of employees). Also through the mediator variable these four dimensions suggests that there is a significant relationship between the satisfaction and the loyalty. Key Words: Loyalty, Brand Equity, Satisfaction, Insurance, Services.

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