The Effect of Operational Service Quality and Customer Satisfaction Regarding Organizational Citizenship Behavior and Brand Equity in the Banking Industry
Publish place: 11th International Management Conference
Publish Year: 1392
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
IRIMC11_041
تاریخ نمایه سازی: 13 آبان 1393
Abstract:
This research emphasizes on the key role of operational service quality, and customer satisfaction regarding organizational citizenship behavior, and brand equity. After surveying more than 500 bank customers, and employees along with applying path analysis,and factor analysis techniques, we have come to the conclusion that organizational citizenship behavior, considered to be as a part of operational service quality, and customer satisfaction, directly influences brand equity. Other important factors of this research are determining the position of the dimension of each concept of this research based on importance-situation matrix as well as offering applicable practical suggestions. According to the results, brand awareness and benevolence are considered less important in the banking industry. This research takes new steps in the relation of customer criteria and employee criteria.
Keywords:
organizational citizenship citizenship behavior , operational quality: customer satisfaction , brand equity , importance-situation matrix
Authors
Morteze Akbarzade Safui
MSc Of Business Administration, Semnan University, Iran
Meysam Badi
MSc Of Business Administration, Semnan University, Iran
Hamed Agheshlouei
Msc of MBA, Payamenoor University, Damavand Branch, Iran