Volume 27, Issue 1 (3-2015)
JMDP 2015, 27(1): 115-132 |
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Mira S A, Panahi Vanani M, Panahandeh A, Sha’abani R. Factors Affecting Oral Promotion in Banking Industry. JMDP 2015; 27 (1) :115-132
URL: http://jmdp.ir/article-1-1976-en.html
URL: http://jmdp.ir/article-1-1976-en.html
1- , Panahandeh.amirhossein@yahoo.com
Abstract: (7663 Views)
Because of undeniable importance of oral or word of mouth promotion
in marketing, especially in financial services, studying the underlying
factors affecting it, is necessary. The main purpose of the present
research is studying effective antecedents of oral promotion in banking
industry. Methodologically, this research is an applied and causal survey. In
order to investigate the relationship among various components of the
research model, structural equation modeling was used. The population
consists of private banks’ customers in the city of Arak in 2011. For data
gathering purposes, 425 questionnaires were distributed, but only
386 questionnaires were returned for analysis. Meanwhile, construct
validity and factor analysis were applied. Except for the hypothesis
regarding the impact of trust on oral promotion, four other hypotheses were
supported. Theresultsofthestudyindicatethatthedimensionsofrelationship
quality consisting of satisfaction, commitment and trust directly affect
persuading customers into oral promotion however, shared values have
an indirect relationship with oral promotion through bank customers.
Type of Study: Research |
Subject:
Public Administration
Received: Mar 16 2015 | Accepted: Mar 16 2015 | ePublished: Mar 16 2015
Received: Mar 16 2015 | Accepted: Mar 16 2015 | ePublished: Mar 16 2015
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