Validation of value creation pattern with customers in the banking industry-Case study: Bank Mellat

Subject Areas : Financial engineering

Amir Ali Koushki ¹ ( Department of Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran. )
Fataneh Alizadeh meshgani ² ( Department of Business Management , South Tehran Branch, Islamic Azad University, Tehran , Iran. )
Nasser Fegh-hi Farahmand ³ ( Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran. )

Received: 2022-09-10 Accepted : 2022-12-20 Published : 2023-12-22

Keywords: Banking industry, Customer Experience Management, Keyword: Customer value creation,

Abstract :

AbstractThe aim of the current research is to validate a model for using co-creation of value with customers in the banking industry. This study is cross-sectional in terms of research type. The statistical population includes Bank Mellat customers. The sample size was estimated to be 384 people and sampling was done by simple random method. Partial least squares technique and PLS software were used to validate the value co-creation model with customers. Finally, value co-creation indicators with customers were prioritized by Swara method. The research data collection tool is a questionnaire, which has been validated with convergent validity, construct validity and divergent validity methods. The reliability of the questionnaire was also evaluated using Cronbach's alpha and composite reliability. The results of the research showed that value co-creation strategy is considered as the underlying factor of the model, which affects organizational knowledge management and human resource management. Knowledge management and human resources also affect customer experience management. In the same way, customer experience management also affects strategic value co-creation and service development skills and ultimately lead to value co-creation with customers.

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