ASSESSING THE FACTORS ASSOCIATED TO BUILDING TRUST IN THE BANK’S KEY CUSTOMERS (THE CASE OF THE BANK PASARGAD’S KEY CUSTOMERS IN TEHRAN)

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ghasemi rostamkolaei raheleh

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE ON MODERN RESEARCH’S IN MANAGEMENT, ECONOMIC AND ACCOUNTING
Year:2016 | Issue:6

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Title

ASSESSING THE FACTORS ASSOCIATED TO BUILDING TRUST IN THE BANK’S KEY CUSTOMERS (THE CASE OF THE BANK PASARGAD’S KEY CUSTOMERS IN TEHRAN)

Author(s)

ghasemi rostamkolaei raheleh

Keywords

TRUST

TRUST MARKETING

CUSTOMER TRUSTEE

KEY CUSTOMERS

RELATIONSHIP MARKETING (RM)

Abstract

BANKING INDUSTRY, PARTICULARLY IN THE SMALL AND MEDIUM-SIZED BANKING SEGMENTS, HAS GROWN TO A FULL-SCALE COMPETITIVE BUSINESS ALL AROUND THE WORLD. CONSIDERING THE FACT THAT THE MAIN PRODUCTS ACTUALLY OFFERED TO CUSTOMERS ARE BASICALLY THE SAME IN ALL BANKS, THERE IS AN INEVITABLY STRONG NEED FOR DIFFERENTIATION FROM THE RIVALS. ONE WAY TO ACHIEVE THIS IS MAINTAINING A LONG-TERM RELATIONSHIP WITH KEY CUSTOMERS AND PROFITING FROM THE CREATED TRUST IN THEM (HOFFMAN AND O’NEIL, 2013: 183). IN THIS APPLIED RESEARCH, CONDUCTED AS A SURVEY, AN INQUIRY WAS MADE INTO THE DETERMINANTS OF THE CUSTOMER TRUST IN THE BANK, IN WHICH THE VIEWS OF 104 KEY CUSTOMERS OF BANK PASARGAD ON THE MAJOR FACTORS CONTRIBUTING TO THEIR CONFIDENCE IN THE BANK WERE COLLECTED. NEXT, BASED ON THE COLLECTED DATA, USING EXPLORATORY FACTOR ANALYSIS (EFA), THE MODEL OF THE FACTORS ASSOCIATED TO ENHANCEMENT OF TRUST IN THE BANK’S KEY CUSTOMERS WAS SET UP.THE DATA FACTOR ANALYSIS RESULTED IN IDENTIFICATION AND PRIORITIZATION OF 10 FACTORS, NAMELY PROVIDING USEFUL ADVICES, EMPLOYEES, AS THE ORGANIZATION, PROVIDING SUPPLEMENTARY SERVICES, ORGANIZATION’S IMAGE IN THE MIND OF CUSTOMERS, PREPARATION TO RESPOND CUSTOMERS, TECHNOLOGIES AND PROCESSES USED IN ORGANIZATION, CUSTOMER PRIOR EXPERIENCES, ESTABLISHING INTIMATE RELATIONSHIP WITH CUSTOMERS, FLEXIBILITY IN SERVICE DELIVERY, AND COMPLAINT HANDLING.

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APA: Copy

ghasemi rostamkolaei, raheleh. (2016). ASSESSING THE FACTORS ASSOCIATED TO BUILDING TRUST IN THE BANK’S KEY CUSTOMERS (THE CASE OF THE BANK PASARGAD’S KEY CUSTOMERS IN TEHRAN). INTERNATIONAL CONFERENCE ON MODERN RESEARCH'S IN MANAGEMENT, ECONOMIC AND ACCOUNTING. SID. https://sid.ir/paper/937000/en

Vancouver: Copy

ghasemi rostamkolaei raheleh. ASSESSING THE FACTORS ASSOCIATED TO BUILDING TRUST IN THE BANK’S KEY CUSTOMERS (THE CASE OF THE BANK PASARGAD’S KEY CUSTOMERS IN TEHRAN). 2016. Available from: https://sid.ir/paper/937000/en

IEEE: Copy

raheleh ghasemi rostamkolaei, “ASSESSING THE FACTORS ASSOCIATED TO BUILDING TRUST IN THE BANK’S KEY CUSTOMERS (THE CASE OF THE BANK PASARGAD’S KEY CUSTOMERS IN TEHRAN),” presented at the INTERNATIONAL CONFERENCE ON MODERN RESEARCH'S IN MANAGEMENT, ECONOMIC AND ACCOUNTING. 2016, [Online]. Available: https://sid.ir/paper/937000/en

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