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Developing a Satisfaction Model for Service Recreation in Banking Industry
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Seyed mohamad hosein Lotfi ashtiani1   , Seyed mehdi Jalali 2, Bita Tabrizian3 |
1- Ph.D. student Islamic Azad university
2- Assistant Professor Islamic Azad university , m.jalali@iauctb.ac.ir
3- Assistant Professor Islamic Azad university |
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Abstract: (110 Views) |
Objective: This research was conducted to identify the components of satisfaction with service recovery in the banking industry.
Methodology: The purpose of this research is in the field of developmental research, which is carried out with a mixed method. The statistical population in the qualitative section is the experts and managers of Iran's banking industry, of which 15 people were selected in a non-random way. The statistical population in the quantitative part includes all customers of the Agricultural Bank in Tehran (unlimited population). Based on this, a sample of 384 people is selected using Morgan's table. The main tool for data collection is a semi-structured in-depth interview and a researcher-made questionnaire. Qualitative data analysis was done with the method of data base theory using MAXQDA software and in the quantitative part with partial least squares method.
Findings: Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified. The results of the quantitative part of the research showed that the model proposed in this research has appropriate validity.
Conclusion: Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by focusing on the components identified in relation to service regeneration.
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Article number: 5 |
| Keywords: service recovery, satisfaction, customer forgiveness, loyalty, banking |
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Full-Text [PDF 1582 kb]
(42 Downloads)
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Article type: Research |
Subject:
Special
Received: 2023/07/8 | Accepted: 2023/11/21 | Published: 2024/03/18
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