Analysis the Relationship between Customer Satisfaction, Loyalty and Word-of-Mouth Intentions with Regard to the Moderating Role of Switching Costs of Bank (Case Study: The Bank of Maskan in Ahwaz (

Document Type : Quantitative Research Paper

Authors

1 Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

2 Assistant Professor, Department of Economics, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

3 Ms in Management

10.34785/J018.2022.520

Abstract

Nowadays competition in business especially in banking industry is significantly increasing, thus the managers of banks and monetary credential institutions are interested in the loyalty of their customers and advertisements made by them orally, subsequently these became their two main goals. Accordingly, the aim of the present study is to investigate these two concepts as dependent variables relative to the satisfaction of customers as independent variable with regard to the cost of modifying factors such as changing bank. To do so a validated racializable researcher made questionnaire was distributed among 500 customers of Maskan bank in Ahwaz city. 350 questionnaires were received back and after omitting some, 308 were used for data analysis by SPSS23. Pearson correlation and hierarchical regression were used for testing research hypothesis. Results indicated that customer's satisfaction gradually increases loyalty. also increasing satisfaction would result in behavioral indications such as increased tolerance against problems in provided services and advertising orally for the bank. For banks knowing the satisfaction level of the customers is critical and brings a better competitive stand for them in completion with other banks.

Keywords

References

 
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Consumer Behavior Studies Journal
Volume 8, Issue 4
January 2022
Pages 233-250

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