Investigating the Mediating Role of Relationship Quality in the Impact of Customer Experience on Customer Behavior (Case Study: Shahrekord Banks and Financial Institutions)

Document Type : مقاله مستخرج از پایان نامه

Authors

1 MSc. in Business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.

2 Department of Management University of Isfahan, Isfahan, Iran

Abstract

Aim and Introduction: With the advent of new technologies, customer expecta-tions from banks are on the rise. This is due to customers becoming more edu-cated and informed, leading them to anticipate a superior banking experience. In recent years, in addition to the effects of technological advances, service marketing has focused on relationship-based and experience-based approaches. This literature highlights the significance of establishing, nurturing, and sustaining long-term relationships with consumers. Such relationships result in positive word-of-mouth advertising, customer loyalty and retention, and enhanced 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. This evolution is attributed to the creation of new communication platforms, offering organizations and economic enterprises numerous possibilities. Experience the benefits firsthand. Successful experience in providing banking services can be interpreted as customer experience. Customer experience refers to the experience of using banking services, which serves as a tool to evaluate whether consumers will continue using the services. Consumers' success in conducting transactions at a financial institution or bank will result in a positive customer experience, whereas consumers' failure to receive services will result in a negative customer experience. The key to the banking industry's success lies in how banks can create a positive customer experience.
Methodology: In terms of practical purpose, this research is descriptive survey research in nature and method. The statistical population of the research includes customers of banks and financial institutions in Shahrekord. A Likert scale was used to design the questionnaire. The questionnaire used had 41 items. To check the validity of the questionnaire, both content validity and construct validity methods were employed. This involved distributing the questionnaire to multiple professors, who unanimously confirmed its validity. Convergent and divergent validity were utilized to assess the construct validity, and the results indicated that the questions demonstrate good validity. To evaluate the reliability of the questionnaire. Based on the results, Cronbach's alpha and composite reliability coefficient were obtained for all research variables above 0.70. In this research, the sampling method is simple random sampling. Considering the unlimited size of the population and utilizing Morgan's table, the estimated number of samples is 389 people. The method of data analysis involved structural equation modeling using SmartPLS software.
Finding 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 distinctive ex-perience 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 banks involve customers in service activities to pique their curiosity. This way, customers will contemplate the superior services offered by the bank and financial institutions even when they are at home. The research results show that customer experience has a positive and significant effect on customer citizenship behavior. Banks should strive to create an exceptional customer experience to guide their clients. The research results indicate that cus-tomer trust has a positive and significant impact on customer satisfaction. Im-plementing periodic lotteries for customers can help maintain customer satisfac-tion and incentivize the use of competitive and easily accessible banking ser-vices. Providing high-performance software for customers can also contribute to maintaining customer satisfaction and enhancing loyalty. The results of the re-search indicate that customer trust has a positive and significant impact on cus-tomer loyalty. Banks can protect customers' accounts and information to ensure that customers feel their information is secure with the bank. The research results show that customer trust has a positive and significant effect on customer citi-zenship behavior. If the customer has the necessary trust in the bank and its ser-vices, they will be willing to take the time to explain to other customers. Such customers also contribute to creating a competitive advantage for banks. The re-search results show that customer commitment has a positive and significant ef-fect on customer satisfaction.The employees and officials of the bank should engage in dedicated activities aimed at strengthening the relationship between the customer and the bank. This can be achieved through proper treatment, professional appearance of the employees, and providing service with a welcoming demeanor.The research results show that customer commitment has a positive and significant effect on customer loyalty. Officials and practitioners at banks and financial institutions should strive to encourage customers to return for additional banking services.
Conclusion: The most important contribution of this research is the proposed conceptual model that illustrates the impact of customer experience on relation-ship quality and customer behavior. As the business environment becomes more competitive, customers are becoming more aware. Consumers who have a posi-tive experience with a service are more likely to recommend it to others. The findings of this research indicate that the quality of customer experience in the banking industry significantly influences customer loyalty, satisfaction, and citi-zenship behavior. The present study offers new insights into the dynamic envi-ronment of the banking industry and consumer behaviors.
 

Keywords

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Commercial Strategies
Volume 19, Issue 20
September 2022
Pages 100-125

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