Explaining customer engagement to createing value in the banking industry of Iran based on perceived value

Subject Areas : Financial Economics

سید محمد کامل  حسینی ¹ (گروه مدیریت باز رگانی ، واحد تبریز، دانشگاه آزاد اسلامی تبریز، ایران.)
صمد  عالی ² (گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران)

Received: 2022-01-13 Accepted : 2022-03-18 Published : 2022-04-21

Keywords: Banking industry, M31, Keywords: customer perceived value, Customer engagement value, Customer engagement JEL Classification: G21,

Abstract :

Abstract For many of today’s financial institutions, focusing on advantage-creating elements is undoubtedly a lever to extend Customer engagement value. In this complicated environment, the customer is seen as an external asset for the organization and considering the value-creating mechanisms for the customer can have positive ramifications for companies and institutions working in the field of financial businesses. Accordingly, the purpose of this paper is to answer this question: How can we develop customer engagement in creating value for the banking industry by creating value for the customer. For this purpose, Customers of Kowsar Financial and Credit Institute in Tehran province were selected as the statistical population and 976 customers participated in the research by completing the questionnaire. Sampling method was used to select statistical sample. The research hypotheses were tested using structural equation modeling technique and AMOS 23 software. The results of the research showed that Perceived functional and social value have a direct effect on all three dimensions of customer engagement value (Customer Lifetime, Customer Influence Value, Customer Knowledge Value), but the effect of perceived emotional value on any aspect of the value of customer engagement was not approved. The results of this study confirm the impact of perceived value (Perceived functional and social value) on customer engagement value

References:

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