چکیده:
This study investigates the effect of perceived value of banking services on the key
indicators of consumer behavior. The data sample includes the customers of private banks
in Tehran city. The data collection tool used in this study is a questionnaire. Its face
validity is confirmed by the experts and respondents. Furthermore, its reliability is
measured and confirmed using Cronbach's alpha coefficient and construct reliability
(CR). Depending on the type of the sampling method which is non-random convenience
sampling technique, a questionnaire is distributed among 300 customers of banks. Out of
them, 236 questionnaires are returned and analyzed using partial least squares method.
The results show 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, a better understanding of the mechanisms
of consumer behavior is attained, which can be used for maintaining and increasing
customer loyalty.
خلاصه ماشینی:
The results show 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, a better understanding of the mechanisms of consumer behavior is attained, which can be used for maintaining and increasing customer loyalty.
Keywords: Perceived Value, Satisfaction, Loyalty, Word of Mouth, Banking Services, Consumer Behavior JEL Classification: M31 1 Introduction Consumer behavior in recent decades has been one of the most important subjects attracting marketing researchers.
The aim of this study is to investigate the effect of the perceived value of banking services on the key indicators of consumer behavior.
The customer-perceived value has for many years attracted the market researchers as one of the most important and determining factors in decision-making and customer behavior (Sheth et al.
This study has investigated the three variables of satisfaction, loyalty and word of mouth, which have been identified as the key indicators of consumer behavior.
Customer satisfaction is the consumers' feeling or attitude toward a product or service after it is consumed (Jamal & Naser, 2002: 147).
Consumers’ perceived value from the banking services influences their satisfaction.
Consumers’ perceived value from the banking services influences their word of mouth advertising behavior.
Therefore, the perceived value influences key variables such as consumer behavior, satisfaction, loyalty, and word of mouth advertising.
The results of testing the third hypothesis suggest that perceived value affects customer satisfaction.