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Investigating the Effect of the Perceived Value of Banking Services on the Key Indicators of Consumer Behavior

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  • Khalili Nasr, Arash

    (Sharif university of technology)

  • Doosti, Shabnam

    (Iran University of Science and Technology)

  • Ghaderi Kangavari, Sadegh

    (Management Faculty of Tehran University)

Abstract

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.

Suggested Citation

  • Khalili Nasr, Arash & Doosti, Shabnam & Ghaderi Kangavari, Sadegh, 2016. "Investigating the Effect of the Perceived Value of Banking Services on the Key Indicators of Consumer Behavior," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 11(3), pages 267-281, July.
    • Handle: RePEc:mbr:jmonec:v:11:y:2016:i:3:p:267-281
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    perceived value; satisfaction; loyalty; word of mouth; banking services;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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