The Effect of Communication Effectiveness on Customer Satisfaction with the Mediating Role of Perceived Value, Perceived Quality and Customer Trust (Case Study: Customers of Bank Shahr in Qazvin Province)

Subject Areas : Jounal of Marketing Management

vahideh alipoor ¹ , mohammad Bashokouh Ajirlo ² , atefeh mehri bazghaleh ³ , anis mehri bazghaleh ⁴

1 - Assistant Professor, Department of Management and Accounting, Zanjan University, Zanjan, Iran
2 - Associate Professor, Department of Business Management, Mohaghegh Ardabili University, Ardabil, Iran
3 - PhD student in Business Management, Mohaghegh Ardabili University, Ardabil, Iran
4 - Master of Business Management, Payame Noor University of Tehran, Tehran, Iran

Received: 2022-02-16 Accepted : 2022-03-30 Published : 2022-09-23

Keywords: Customer Satisfaction, Customer trust, perceived quality, Communication Effectiveness, Perceived Value,

Abstract :

Effective banking communications can improve and strengthen customer relationships to achieve the desired level of performance. Although banks and the services they provide have improved in recent decades, customer satisfaction with banking communications is still a concern. The purpose of this study is to investigate the effect of communication effectiveness on customer satisfaction with the mediating role of perceived value, perceived quality and customer trust. The research is a descriptive correlational research in terms of applied purpose and method. The statistical population of this study includes all customers of Bank Shahr in Qazvin province. The size of the target population was unlimited and according to Krejcie and Morgan table was equal to 384 people. The questionnaire was distributed electronically among the statistical population and finally 384 questionnaires were analyzed. The available sampling method was selected for data collection and the required data were collected in this study using a 21-item questionnaire. The results of the study showed that the effectiveness of communication has a positive and significant effect on customer satisfaction, customer trust, perceived value and perceived quality. Also, the effectiveness of communication indirectly leads to customer satisfaction through trust, perceived value and perceived quality. Other results are presented in the form of discussion and conclusions in the research.

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