Structural modeling of the effect of psychological factors and communication skills on customer orientation of employees of Maskan Bank Kermanshah
Subject Areas :
Ebrahim Heshmati
1
,
keivan kakabaraii
2
1 - postdoctoral, Department of Psychology, Faculty of Literature and Humanities, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2 - azad univercity
Keywords: Keywords: Positive attitude, emotional intelligence, self-efficacy, communication skills, customer orientation,
Abstract :
Abstract:
Objective: The longevity of service organizations, particularly banks, is heavily reliant on customer satisfaction. While most banks and financial institutions focus on product quality to enhance customer orientation, there has been less emphasis on exploring the psychological and communication factors that influence this orientation. This study aims to structurally model the effects of psychological factors—specifically positive attitude, emotional intelligence, self-efficacy, and communication skills—on the customer orientation of employees at Bank Maskan in Kermanshah.
Methodology: This research employs a correlational method, utilizing standardized questionnaires to gather data. The instruments used include Donovan's Customer Orientation Scale (2004), Ingram and Winsky's Positive Attitude Scale (1988), Bar-On's Emotional Intelligence Scale (1997), Scherer's Self-Efficacy Scale (1982), and Barton J. A.'s Communication Skills Scale (1990). Data analysis was conducted using structural equation modeling with a partial least squares approach, employing SPSS and Smart PLS software.
Findings: The findings reveal that all examined variables have a positive and significant impact on the customer orientation of employees. Specifically, the impact coefficients were as follows: positive attitude (0.557), emotional intelligence (0.059), self-efficacy (0.144), and communication skills (0.298).
Conclusion: Overall, the results indicate that psychological factors—including positive attitude, emotional intelligence, self-efficacy, and communication skills—significantly contribute to the customer orientation of bank employees. Therefore, it is crucial for banks to prioritize training in these areas for their staff to enhance customer service.
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