Today, the importance of paying attention to provided services by service companies has increased to the extent that it attracted the attention of many scholars in research centers and organizations’ managers. Loyalty is also one of the issues that marketing pays much attention to today. This research aimed to evaluate the brand loyalty predictive ability of brand satisfaction and attitude through service brand’s dimensions (brand’s hearsay, brand’s evidence). Regarding the research objective, this study is applied; according to data collection method, it is descriptive; and the statistical population includes the customers of Parsian Bank in the North of Iran (Guilan and Mazandran province). The total number of sample was 497 people who were selected randomly. In order to fulfill the objectives of the study, the research hypotheses were assessed through PLS software. The findings represent the positive effect of variables of brand hearsay and brand evidence on brand loyalty through effecting on variables of satisfaction and brand attitude.
