The Survey of Effect of Pleasurable Services and Trust on Loyalty
Subject Areas : Jounal of Marketing ManagementMandana Panahi Vanani 1 , reza sha'abani 2
1 - دانشگاه آزاد اسلامی اراک، باشگاه پژوهشگران جوان، اراک، ایران
2 - دانشگاه آزاد اسلامی اراک، باشگاه پژوهشگران جوان، اراک، ایران
Keywords: "Pleasurable Services", " Loyalty", "Commitment", " Satisfaction", "Trust",
Abstract :
Purpose: Nowadays competition for having loyal customers is well known as a key strategic issue for organizations that operate in service sector. To reach this, banks have tried to improve the quality of their services. The main purpose of this research is to investigate the outcomes of pleasurable services and trust in banking industry. Methodology: This research is applicable in term of target. in terms of method and nature is casual research and of domain relevant branch. Necessary information are collected using questionnaire mean time for analysis of data, structural equation modeling and LISREL software are used. To achieve this purpose, number of sample was estimated to be 384 but to ensure more 400 questionnaires was distributed among costumers of private banks in Arak and at last 386 questionnaires were returned and analyzed. Findings: In the research all theories were accepted. The findings indicate that pleasurable services and trust lead into loyalty of customers Research Limitations: This research will only survey the impact of pleasurable services and trust, and ignores other variables that impact loyalty, but are not in the center of attention of this research. Managerial Implications: Finally it is suggested that bank managers by adopting programs to know the strengths and weaknesses of the competitors, and providing the best services to their customers so that customers will understand the quality in the way of offering services and the pleasure sense be improved. Originality/value: The model used in this research is a combination of a number of different models and is original in its type.
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