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Information Journal Paper

Title

Exploring to Moderating Role of Ethical trait On Model of Brand Affect in Banking Services

Pages

  193-208

Abstract

 Research has shown that in the services industry, such as banking, in addition to the Perceived quality of service and Brand Trust, ethical behaviors of businesses plays a substantial role in shaping and maintaining long-term relationships between organizations and their customers. So, in addition to the Perceived quality of service, business ethics in services can also have a positive effect on the trust and loyalty of customers. Therefore, this study first examines the relationship between the Perceived quality of service, the trust and the brand's Affect, and then examines the effect of Ethical traits as a moderating variable on the relationship between Perceived quality of service and the trust that leads to the brand's affect. This research in terms of purpose is considered as an applied research; in terms of data collection, it is considered as a descriptive-survey research and To analyze the data and to test the research hypotheses, structural equation modeling using Smart PLS software is used. The statistical population is the Students of the Faculty of Management and Accounting of Shahid Beheshti University. 180 Structured questionnaire based on literature was administered to the target statistical sample. Simple non-probability sampling method is used. The results indicate that Perceived quality of service has a significant positive impact on Brand Trust and Brand Trust is also found a predictor variable having a significantly positive impact on brand's affect. Also, the role of moderating variable of Ethical traits was confirmed and it is significant. Finally the results of the modeling tests show that Ethical traits also enhance trust.

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    APA: Copy

    KARIMI ALAVIJEH, MOHAMMAD REZA, REZAEE, MORTEZA, & Aslani Afrashteh, Amir. (2020). Exploring to Moderating Role of Ethical trait On Model of Brand Affect in Banking Services. MODIRIAT-E-FARDA, 18(61 ), 193-208. SID. https://sid.ir/paper/385153/en

    Vancouver: Copy

    KARIMI ALAVIJEH MOHAMMAD REZA, REZAEE MORTEZA, Aslani Afrashteh Amir. Exploring to Moderating Role of Ethical trait On Model of Brand Affect in Banking Services. MODIRIAT-E-FARDA[Internet]. 2020;18(61 ):193-208. Available from: https://sid.ir/paper/385153/en

    IEEE: Copy

    MOHAMMAD REZA KARIMI ALAVIJEH, MORTEZA REZAEE, and Amir Aslani Afrashteh, “Exploring to Moderating Role of Ethical trait On Model of Brand Affect in Banking Services,” MODIRIAT-E-FARDA, vol. 18, no. 61 , pp. 193–208, 2020, [Online]. Available: https://sid.ir/paper/385153/en

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