Identification Effect Factors on Customer Relationship Management in Retail Banking

Subject Areas : Jounal of Marketing Management

Mohammad ail abdolvand ¹ , mehrnosh najafi ²

1 - Assistant Professor, Department of Business Administration, Islamic Azad University, Science and Research Branch, Tehran, Iran
2 - Ph.D. Student Marketing, Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran

Received: 2016-11-13 Accepted : 2019-01-09 Published : 2016-08-22

Keywords: Perceived Risk, Customer Satisfaction, customer knowledge, New Product, Purchase Intention,

Abstract :

The purpose of this paper is the investigation of the moderator effect of perceived certainty and risk,  and  the  customer’s  knowledge  of  the  product,  in  the  satisfaction -purchase  intention relationship in a new product experiment. By using an experimental method with a 2× 2 factor design  (where  each  of  the  variables  such  as  customer’s  knowledge  of  the  product  and  the perceived risk of the product define in the two level, up/down and high/ low) on 200 customers of stores in Amol city has been taken. By using questionnaires, required data is collected. The reliability  of the  questionnaire  was  proved  through  Cronbach  alpha  and  the  validity  of  the questionnaire  was  proved  by  tutors  of  this  research. We  use linear  and  multiple  regression methods to test hypotheses. Generally the Statistics results show that the variable of customer satisfaction (as independent variable) has a Positive effect on purchase intention and also on the moderator effect of perceived risk and the lack of moderator effect of knowledge perceived in the satisfaction-purchase intention relationship.