Investigating the Effect of Service Quality, Mental Image, Trust and Environment Brand on Emotional Satisfaction and Commitment
Abstract
The superior service quality enables an economic unit to distinguish itself from other competitors and compared with them, gain a series of competitive advantages. Increasing the service quality will increase customer satisfaction, followed by increasing positive word of mouth (WOM), reduced staff turnover and improved financial performance of the company. The aim of this study is to find the relationship between different elements of long-term cooperation between banks and customers. The research method is a survey-descriptive research and data collection tool is a standardized questionnaire that is localized and its reliability and validity have been reaffirmed. The statistical society of this study was all customers of Tejarat, Saderat, Eghtesade Novin banks in Zanjan and the questionnaires were distributed randomly among 400 customers of these banks. The conceptual model of the research processed using the structural equation model in PLS software. Findings showed that quality of services, mental image, trust and environment brand have a positive effect on customer satisfaction and emotional commitment. Also, customer satisfaction and emotional commitment have a positive effect on behavioral tendencies.
References
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[39] Shainesh, G. 2012. Effects of trustworthiness and trust on loyalty intentions: Validating a parsimonious model in banking. International Journal of Bank Marketing, 30(4): 267-279.
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[44] Taleghani, M., Fallah tea, M. and Yazdan, Qudsian, M. 2013. The Effect of Electronic Banking Services Quality on Increasing Satisfaction Level and Customer Loyalty, Second National Conference on Modern Management, Gorgan, Iran.
[2] Amin, M., Isa, Z. and Fontaine, R. 2013. Islamic banks: Contrasting the drivers of customer satisfaction on Marketing, Journal of Marketing, 31(2): 79-97.
[3] Andreassen, T.W. and Lindestad, B. 1998. Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise, International Journal of Service Industry Management, 9(1): 7-23.
[4] Arasli, H., Katircioglu, S.T. and Mehtap-Smadi, S. 2005. A comparison of service quality in the banking industry, International Journal of Bank Marketing, 23(7): 508-526.
[5] Arbore, A. and Busacca, B. 2009. Customer satisfaction and dissatisfaction in retail banking: Exploring the asymmetric impact of attribute performances, Journal of Retailing and Consumer Services, 16(4): 271-280.
[6] Aydin, S. and Özer, G. 2005. The analysis of antecedents of consumer loyalty in the Turkish mobile telecommunication market, European Journal of Marketing, 39(7/8): 910-925.
[7] Ball, D., Coelho, P.S. and Vilares, M.J. 2006. Service personalization and loyalty, Journal of Services Marketing, 20(6): 391-403.
[8] Bloemer, J., de Ruyter, K. and Peeters, P. 1998. Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction, International Journal of Bank Marketing, 16(7): 276-286.
[9] Bontis, N., Booker, L.D. and Serenko, A. 2007. The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry, Management Decision, 45(9): 1426-1445.
[10] Bravo, R., Montaner, T. and Pina, J.M. 2009. The role of bank image for customers versus non-customers. International Journal of Bank Marketing, 27(4): 315-334.
[11] Camén, C., Gottfridsson, P. and Rundh, B. 2011. To trust or not to trust? Formal contracts and the building of long-term relationships, Management Decision, 49(3): 365-383.
[12] Chakrabarty, A. 2006. Barking up the wrong tree – factors influencing customer satisfaction in retail banking in the UK, International Journal of Applied Marketing, 1(1): 23 - 41.
[13] Chiu, H.-C., Hsieh, Y.-C., Li, Y.-C. and Lee, M. 2005. Relationship marketing and consumer switching behavior, Journal of Business Research, 58(12): 1681-1689.
[14] Dimitriadis, S. 2010. Testing perceived relational benefits as satisfaction and behavioral outcomes drivers, International Journal of Bank Marketing, 28(4): 297-313.
[15] Fang, Y.-H., Chiu, C.-M. and Wang, E.T.G. 2011. Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice, Internet Research, 21(4): 479-503.
[16] Flavián, C., Guinalíu, M. and Torres, E. 2005. The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking, Internet Research, 15(4): 447-470.
[17] Fullerton, G. 2003. When does commitment lead to loyalty, Journal of Service Research, 4(4): 333- 344.
[18] Gan, C., Clemes, M., Wei, J. and Kao, B. 2011. An empirical analysis of New Zealand bank customers’ satisfaction, Banks and Bank Systems, 6(3): 63-77.
[19] Guenzi, P. and Georges, L. 2010. Interpersonal trust in commercial relationships: Antecedents and consequences of customer trust in the salesperson. European Journal of Marketing, 44(1/2): 114-138.
[20] Ha, J. and Jang, S. 2010. Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants, International Journal of Hospitality Management, 29(1): 2-13.
[21] Haghighi, M., Saeednia, H. and Kianoush Qavim, Gh. 2011. The role of emotional satisfaction in customer behavioral tendencies in relation to the quality of service in the hotel industry, Journal of Marketing Management, 6 (12): 62-45.
[22] Hamidizadeh, M., Mazi, N., Haji Karimi, A. and Ebrahimi, A. 2012. Designing a Multidimensional Model for Customer Satisfaction Evaluation in Iranian Banking Industry, Business Management Outlook, 9: 101-100.
[23] Hatch, M.J. and Schultz, M. 2003. Bringing the corporation into corporate branding, European Journal of Marketing, 37 (7/8): 1041-1064.
[24] Hu, H.-H., Kandampully, J. and Juwaheer, T.D. 2009. Relationships and impact of service quality, perceived value, customer satisfaction and image: an empirical study, The Services Industries Journal, 29(2): 111-125.
[25] Jamal, A. and Anastasiadou, K. 2009. Investigating the effects of service quality dimensions and expertise on loyalty, European Journal of Marketing, 43(3/4): 398-420.
[26] Kavousi, M. and Sohaghi, AS. 2005. Methods of Measuring Customer Satisfaction, Sabzan Publications, Tehran, Second Edition.
[27] Kotler, P. 2003. Marketing Management, Prentice-Hall, Englewood Cliffs, New Jersey, NJ.
[28] Kranias, A. and Bourlessa, M. 2013. Investigating the relationship between service quality and loyalty in Greek banking sector, Procedia Economics and Finance, 5: 453-458.
[29] Lai, F., Griffin, M. and Babin, B.J. 2009. How quality, value, image and satisfaction create loyalty at a Chinese telecom, Journal of Business Research, 62(10): 980-986.
[30] Lenka, U., Suar, D. and Mohapatra, P.K.J. 2009. Service quality, customer satisfaction, and customer loyalty in Indian commercial banks, Journal of Entrepreneurship, 18(1): 47-64.
[31] Najafi, F., and Khayeri, B. 2012. Investigating the Impact of the Country of Production on Consumer Behavior Evaluation of the moderating role of product involvement and product familiarity with the impact of the country of production on product evaluation and customer behavioral intentions. Marketing Management, 7 (17): 60-37.
[32] Nath, P. and Mukherjee, A. 2012. Complementary effects of relational bonds in information asymmetry contexts. Journal of Services Marketing, 26(3): 168-180.
[33] Parasuraman, A., Zeithaml, V.A. and Berry L.L. 1985. A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4): 41-50.
[34] Rodríguez, C.M. and Wilson, D.T. 2002. Relationship Bonding and Trust as a Foundation for Commitment in U.S.-Mexican Strategic Alliances: A Structural Equation Modeling Approach. Journal of International Marketing, 10(4): 53-76.
[35] Rosta, A., Harandi, A., Saadatyar, F., and Fatemi, Zahra 2014. Modeling the Effects of Desirable Image from Organizations on Consumers in Services. Journal of Research, New Marketing Research, 4 (2): 140-125.
[36] Roy, S.K. and Shekhar, V. 2010. Dimensional hierarchy of trustworthiness of financial service providers", International Journal of Bank Marketing, 28(1): 47-64.
[37] Santouridis, I. and Trivellas, P. 2010. Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece, The TQM Journal, 22(3): 330-343.
[38] Seiders, K., Voss, G.B., Grewal, D. and Godfrey, A.L. 2005. Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69(4): 26-43.
[39] Shainesh, G. 2012. Effects of trustworthiness and trust on loyalty intentions: Validating a parsimonious model in banking. International Journal of Bank Marketing, 30(4): 267-279.
[40] Sharma, N., Young, L. and Wilkinson, I. 2006. The Commitment Mix: Dimensions of Commitment in International Trading Relationships in India. Journal of International Marketing, 14(3): 64-91.
[41] Sirdeshmukh, D., Singh, J. and Sabo, B. 2002. Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1): 15-37.
[42] Taghizadeh, T. Pourian, M. and Khazaee-Vali, A. 2012. The Effect of Customer Satisfaction on positive word of mouthAdvertising and the Likelihood of Change (Case Study: Mazandaran National Bank Branches), Fourth International Marketing Conference, Banking Services, Tehran, Iran.
[43] Taleghani, M. and Sadraee, AS. 2010. A conceptual model for explaining the quality, satisfaction and loyalty process in the banking industry (Case study: Mellat Bank of Guilan Province), Marketing Articles Bank, Islamic Azad University of Rasht.
[44] Taleghani, M., Fallah tea, M. and Yazdan, Qudsian, M. 2013. The Effect of Electronic Banking Services Quality on Increasing Satisfaction Level and Customer Loyalty, Second National Conference on Modern Management, Gorgan, Iran.
Published
2019-05-18
How to Cite
SHIRI, Yousef Mirzaei; ALIPOOR, Vahideh; AZIMI, Hossein.
Investigating the Effect of Service Quality, Mental Image, Trust and Environment Brand on Emotional Satisfaction and Commitment.
Journal of Environmental Management and Tourism, [S.l.], v. 10, n. 1, p. 171-181, may 2019.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/3219>. Date accessed: 04 dec. 2024.
doi: https://doi.org/10.14505//jemt.10.1(33).17.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.