دانلود رایگان مقاله انگلیسی تاثیر تجارب برند، کیفیت خدمات و ارزش درک شده بر مشتریان بانک خرده فروشی - اشپرینگر 2018

عنوان فارسی
تاثیر تجارب برند، کیغیت خدمات و ارزش درک شده بر مشتریان بانک خرده فروشی: بررسی اثر واسطه ای وفاداری
عنوان انگلیسی
The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: investigating the mediating effect of loyalty
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
13
سال انتشار
2018
رفرنس
دارد
فرمت مقاله انگلیسی
PDF
نشریه
اشپرینگر - Springer
نوع مقاله
ISI
نوع نگارش
مقالات صلی
پایگاه
اسکوپوس
کد محصول
E8995
doi یا شناسه دیجیتال
https://doi.org/10.1057/s41264-018-0039-8
دانشگاه
National Institute of Bank Management - NIBM Road - Kondhwe Khurd - India
رشته های مرتبط با این مقاله
مدیریت
کلمات کلیدی
شفاهی، WOM، تجربه برند، کیفیت خدمات، ارزش درک شده، وفاداری، خرده فروشی بانکی، مشتری، توصیه
گرایش های مرتبط با این مقاله
بازاریابی، مدیریت بازرگانی
مجله
مجله بازاریابی خدمات مالی - Journal of Financial Services Marketing
چکیده

Abstract

 

The purpose of this research is to study the impact of the antecedents—brand experience, service quality, and perceived value on word of mouth (WOM) recommendations by retail banking customers in an emerging market. The paper also investigates the mediating effect of loyalty on WOM with respect to the abovementioned antecedents. A survey of 412 retail customers of various banks in India was undertaken using a structured questionnaire developed using existing constructs. The results show that brand experience, service quality, and perceived value have a significant impact on WOM recommendations of customers of retail banks. Further, the relationships between the abovementioned antecedents and WOM are mediated by loyalty. This study makes several contributions to the academic literature. First, it establishes the importance of brand experience, service quality, and perceived value as antecedents of WOM in the context of retail banks in an emerging market. Second, it also establishes that loyalty plays a mediating role for the abovementioned antecedents for WOM recommendations by retail customers of banks in an emerging market.

نتیجه گیری

Conclusion

 

The current study proves that retail bank customers in emerging markets would engage in positive WOM recommendations if they are impressed by the brand experience, service quality, and the perceived value. Moreover, loyalty acts as a mediator for WOM and therefore, banks can enhance the WOM recommendations by focusing more on loyal customers.


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