THE MEDIATING ROLE OF CUSTOMERS’ PERCEPTIONS IN AFFECTING SERVICE CLIMATE ON CUSTOMERS’ BEHAVIORAL INTENTIONS OF CORPORATE BANKING (CASE OF MELLAT BANK)

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MEHRABI SINA; SALARI ANAHITA

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Seminar Paper

Paper Information

Seminar: NATIONAL CONFERENCE ON MANAGEMENT AND HUMANITIES SCIENCE RESEARCH IN IRAN
Year:2017 | Issue:3

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Title

THE MEDIATING ROLE OF CUSTOMERS’ PERCEPTIONS IN AFFECTING SERVICE CLIMATE ON CUSTOMERS’ BEHAVIORAL INTENTIONS OF CORPORATE BANKING (CASE OF MELLAT BANK)

Author(s)

MEHRABI SINA | SALARI ANAHITA

Keywords

CORPORATE BANKING

CUSTOMERS’ PERCEPTIONS

ATMOSPHERE

SERVICE CLIMATE

ATTITUDE TOWARD THE BANK

REFERRAL INTENTION

Abstract

TODAY, MANAGEMENT OF CUSTOMER BEHAVIOR, IS THE MOST IMPORTANT FACTOR IN PREVENTING OF CHURN OF BANK CUSTOMERS AND DETERMINE THE FACTORS AFFECTING ON IT, HAS BECOME ONE OF THE PRIORITIES OF THE BANKS. ACCORDINGLY, THIS STUDY WAS CONDUCTED WITH THE OBJECTIVE OF INVESTIGATION THE MEDIATING ROLE OF CUSTOMERS’ PERCEPTIONS IN AFFECTING SERVICE CLIMATE ON CUSTOMERS’ BEHAVIORAL INTENTIONS OF CORPORATE BANKING. THIS STUDY IS DESCRIPTIVE/CORRELATIONAL RESEARCH AT WHICH TO COLLECT DATA USED FROM QUESTIONNAIRES. THE RESEARCH SAMPLE CONSISTED OF 210 CUSTOMERS OF CORPORATE BANKING OF BANK MELLAT IN TEHRAN. THE RELIABILITY OF THE QUESTIONNAIRE WAS CONFIRMED USING CRONBACH'S ALPHA. THE FINDINGS OF THIS STUDY, USING STRUCTURAL EQUATION MODELING SHOWED THAT: (1) SERVICE CLIMATE ON PERCEIVED SERVICE QUALITY, PERCEIVED VALUE, AND THE EMOTIONS AND FEELINGS CUSTOMERS HAS A SIGNIFICANT POSITIVE EFFECT, (2) PERCEIVED SERVICE QUALITY, PERCEIVED VALUE, AND THE EMOTIONS AND FEELINGS, IN TURN, ON CUSTOMER SATISFACTION (AND CUSTOMERS SATISFACTION ON CUSTOMERS BEHAVIOR) HAVE A SIGNIFICANT POSITIVE IMPACT WHICH CONFIRMS THE SIGNIFICANT ROLE OF CUSTOMERS’ PERCEPTIONS, AS A MEDIATOR, (3) THE ATTITUDE TOWARDS TO BANK ON REFERRAL INTENTION HAS A SIGNIFICANT POSITIVE EFFECT.

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APA: Copy

MEHRABI, SINA, & SALARI, ANAHITA. (2017). THE MEDIATING ROLE OF CUSTOMERS’ PERCEPTIONS IN AFFECTING SERVICE CLIMATE ON CUSTOMERS’ BEHAVIORAL INTENTIONS OF CORPORATE BANKING (CASE OF MELLAT BANK). NATIONAL CONFERENCE ON MANAGEMENT AND HUMANITIES SCIENCE RESEARCH (1ST INTERNATIONAL AND 3RD NATIONA. SID. https://sid.ir/paper/948142/en

Vancouver: Copy

MEHRABI SINA, SALARI ANAHITA. THE MEDIATING ROLE OF CUSTOMERS’ PERCEPTIONS IN AFFECTING SERVICE CLIMATE ON CUSTOMERS’ BEHAVIORAL INTENTIONS OF CORPORATE BANKING (CASE OF MELLAT BANK). 2017. Available from: https://sid.ir/paper/948142/en

IEEE: Copy

SINA MEHRABI, and ANAHITA SALARI, “THE MEDIATING ROLE OF CUSTOMERS’ PERCEPTIONS IN AFFECTING SERVICE CLIMATE ON CUSTOMERS’ BEHAVIORAL INTENTIONS OF CORPORATE BANKING (CASE OF MELLAT BANK),” presented at the NATIONAL CONFERENCE ON MANAGEMENT AND HUMANITIES SCIENCE RESEARCH (1ST INTERNATIONAL AND 3RD NATIONA. 2017, [Online]. Available: https://sid.ir/paper/948142/en

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