Developing a Satisfaction Model for Service Recreation with an Emphasis on Grounded Theory-based Brand Loyalty in Banking Industry

Subject Areas : Jounal of Marketing Management

seyed mohamad hosein lotfi ashtiani ¹ (Ph.D. student of Business Administration, Roudhen Branch, Islamic Azad University, Roudhen, Iran)
seyed mehdi jalali ² (Assistant Professor, Department of Business Management, Central Tehran Branch, Tehran, Iran)
bita tabrizian ³ (Assistant Professor, Department of Management and Accounting, Roudhen Branch, Islamic Azad University, Roudhen, Iran)

Received: 2023-04-14 Accepted : 2023-05-24 Published : 2023-05-22

Keywords: service recreation, Satisfaction, Banking, loyalty, customer forgiveness,

Abstract :

Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand loyalty. The purpose of this research is in the field of developmental research, which is carried out with a qualitative method. The statistical population of the research is the experts and managers of Iran's banking industry (branch managers of the Bank of Agriculture) and 15 of them were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. The reliability and validity of the interviews were confirmed by two methods of retesting and intra-subject agreement of two coders. Qualitative data analysis was done using the grounded theory method and using MAXQDA software. Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified.Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by using service recreation solutions.

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