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:: Volume 11, Issue 3 (Summer 2016) ::
J. Mon. Ec. 2016, 11(3): 267-281 Back to browse issues page
Investigating the Effect of the Perceived Value of Banking Services on the Key Indicators of Consumer Behavior
Arash Khalili Nasr1, Shabnam Doosti 2, Sadegh Ghaderi Kangavari2
1- Graduate School of Management and Economics, Sharif University of Technology
2- Management Faculty, Tehran University
Abstract:   (157 Views)

This study aims to investigate the effect of perceived value of banking services on the key indicators of consumer behavior. The study population includes the customers of private banks in Tehran City. The data collection tool used in this study is a questionnaire the face validity of which was confirmed by the experts and respondents and the reliability of which was measured and confirmed using Cronbach's alpha coefficient and construct reliability (CR). Depending on the type of the sampling method which was non-random convenience sampling technique, a questionnaire was distributed among 300 customers of banks. Out of them, 236 questionnaires were returned and analyzed using partial least squares method, which is one of the methods of structural equation modeling. SPSS20 and Smart-PLS2.0 were used for this purpose. The results showed that the perceived value of banking services has a positive effect on consumer behavior and its key indicators such as satisfaction, loyalty and word of mouth advertising. Based on the findings of this study, it can be said that the results will lead to a better understanding of the mechanisms of consumer behavior, which is an acceptable basis for maintaining and increasing customer loyalty to banks.

Keywords: perceived value, satisfaction, loyalty, word of mouth, banking services, consumer behavior
Full-Text [PDF 312 kb]   (92 Downloads)    
Type of Study: Research | Subject: Monetary Economics
Received: 2016/03/16 | Accepted: 2018/09/10 | Published: 2018/12/9
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Khalili Nasr A, Doosti S, Ghaderi Kangavari S. Investigating the Effect of the Perceived Value of Banking Services on the Key Indicators of Consumer Behavior. J. Mon. Ec.. 2016; 11 (3) :267-281
URL: http://jme.mbri.ac.ir/article-1-162-en.html


Volume 11, Issue 3 (Summer 2016) Back to browse issues page
Journal of Money and Economy Journal of Money And Economy
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