عنوان مقاله [English]
Investigating the mediating role of relationship quality in the impact of customer experience on customer behavior (Case study: Shahrekord banks and financial institutions)
Introduction and purpose: At the same time as the new wave of technology, the expectations of customers from banks are increasing, because the customers of banks have become more educated and aware; Therefore, customers expect a better experience from banks. In recent years, in addition to the effects of technological advances, service marketing has focused on relationship-based and experience-based approaches. This literature shows the importance of creating, developing, and maintaining long-term relationships with consumers because it leads to positive word-of-mouth advertising, customer loyalty and retention, and improved sales performance. The role of customer relationship management in the bank as a strategic tool in the development of service activities is undeniable. Today, with the introduction of new electronic communication technologies, the discussion of customer relationship management has evolved due to the creation of new communication platforms and has given many new possibilities to organizations and economic enterprises. Experience the benefits themselves. Successful experience in providing banking services can be interpreted as a customer experience. Customer experience is an experience of using banking services that is considered as a tool to assess the consumer whether or not to continue using the services. Consumers 'success in shopping in a financial institution or bank will lead to a positive customer experience, while consumers' failure to receive services will lead to a negative customer experience. The key to the banking industry's success is how banks can create a positive customer experience.
Research methodology: In terms of practical purpose, this research is survey-type descriptive research in terms of nature and method. The statistical population of the research is the customers of banks and financial institutions in Shahrekord, and a Likert scale was used to design the questionnaire. The questionnaire used had 41 items. To check the validity of the questionnaire, the method of content validity and construct validity was used; this means that the questionnaire was given to several professors who unanimously confirmed the validity of the questionnaire. Convergent and divergent validity were used to check the construct validity and the results showed that the questions have good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha and Composite reliability coefficient was obtained for all research variables above 0.70. In this research, the sampling method is simple random sampling, and considering the unlimited size of the population and using Morgan's table, the number of samples is estimated at 389 people. The method of data analysis was structural equation modeling with the help of SmartPLS software.
Findings and Discussion: The research results show that customer experience has a positive and significant effect on customer trust. In this regard, it is suggested that trust-building activities should be taken into consideration. The research results show that customer experience has a positive and significant effect on customer commitment. It is suggested that employees create a unique experience for customers. The research results show that customer experience has a positive and significant effect on customer satisfaction. The research results show that customer experience has a positive and significant effect on customer loyalty. It is suggested that by involving the customers in the service activity, the banks should make the customers curious so that they think about the better service provided by the bank and financial institution when they are at home. The research results show that customer experience has a positive and significant effect on customer citizenship behavior. Banks should try to create an experience to guide other customers. The research results show that customer trust has a positive and significant effect on customer satisfaction. Using periodical lotteries for customers can maintain customer satisfaction and efforts to make services competitive and easy to access bank services and provide high performance software for customers can maintain customer satisfaction and to improve loyalty. The results of the research show that customer trust has a positive and significant effect on customer loyalty. Banks can protect customers' accounts and information so that customers feel that their information is safe with the bank. The research results show that customer trust has a positive and significant effect on customer citizenship behavior. If the customer has the necessary trust in the bank and the services, they want his time to explain to other customers, and such customers also create a competitive advantage for banks. The research results show that customer commitment has a positive and significant effect on customer satisfaction. The employees and officials of the bank should perform committed activities such as trying to strengthen the relationship between the customer and the bank in various ways such as proper treatment, appropriate appearance of the employees, and the way of serving with an open face. The research results show that customer commitment has a positive and significant effect on customer loyalty. Officials and practitioners of banks and financial institutions should try to encourage customers to serve the bank again for other banking services. The research results show that customer commitment has a positive and significant effect on customer citizenship behavior. Employees should try to maintain committed customers and by creating short-term incentives, encourage them to provide their practical suggestions on how to improve service.
Conclusion: The most important contribution of this research is the proposed conceptual model that shows the effect of customer experience on relationship quality and customer behavior. As the business environment becomes more competitive, customers are becoming more aware. Consumers who have a better experience with a service try to encourage others to use that service. However, the findings of this research show that the quality of customer experience in the banking industry plays an important role in the occurrence of customer loyalty, satisfaction and citizenship behavior. The present study provides a new insight into the dynamic environment of the banking industry and consumer behaviors.