Investigating the relationship between behavioral interactions and customer satisfaction of Melli Bank branches in Bandar Abbas

Master's Thesis in Management

Orientation: Executive

Abstract

Behavioral interactions is an area that has received increasing attention from researchers and managers. However, there is still little knowledge about the effects of face-to-face interactions in the financial field. One of the basic ways that an organization can distinguish itself from other competitors and create customer satisfaction in this field is to constantly evaluate the quality of individual interactions between customers and employees and constantly improve it compared to competitors. This issue is very important in financial service organizations, because there are strong competitors in this sector. In this research, the dimensions of the proposed behavioral interactions and their consequences have been evaluated. In this research, a statistical sample consisting of 380 customers who use the services of National Bank has been used. A questionnaire was also used to collect data. Based on this, in this research, with the aim of investigating the dimensions of behavioral interactions and its relationship with customer satisfaction, three hypotheses were formulated based on the conceptual index of the research. The results of the research show that customer perceptions of service quality have a direct effect on customer evaluation of service quality as well as customer satisfaction. In other words, the quality of service delivery can have a direct effect on the formation of the customer's evaluation of the service quality and his satisfaction. In addition, the results show that there is a positive relationship between service quality and customer satisfaction.

Keywords: behavioral interactions, National Bank, Bandar Abbas, customer satisfaction, banking services

Introduction:

In the new era when marketing is slowly entering the service era, customer satisfaction is a key and determining factor in the success of a financial service organization in the competitive arena.

A look at the most famous companies. Being active in commercial or industrial markets shows well that most of the income of companies such as IBM, Hewlett-Packard, etc. It is due to their services (Wynstra & Lindgreen, 2010). If we accept superior service as a competitive tactic for such organizations, then paying attention to all its components, including the quality of interactions or individual relationships between employees responsible for providing services with customers, is of great importance. For this reason, interactions require special attention from the management of financial service organizations because its quality is considered a competitive advantage and has a significant impact on the success of service organizations. There is still little knowledge about the process of evaluating customers and employees on the quality of interactions or personal relationships at the moment of service delivery. However, based on this process, they evaluate the other party's behavior and change their future behavior accordingly (Eggert & Ulaga, 2009). Based on this, the current research seeks to achieve a better understanding of the different dimensions of service quality in Bandar Abbas National Bank branches, which affects customer satisfaction.  

Statement of the problem:

Individual interactions are one of the main elements in service marketing. Customer perceptions of how to communicate with employees responsible for providing services in service organizations is one of the most important factors determining customer satisfaction with the organization. (Eggert &Ulaga.2009) As Hartlin et al. (2010) state (Placeholder), customers make their evaluations based on their perceptions of the face-to-face interactions that take place between them and employees during service delivery, which is due to the interpersonal nature of the service. For this reason, these interactions require special attention from the management of service organizations because the quality of such interactions has been proposed as a competitive advantage that has a significant impact on the success of service organizations (Liu, 2009).

Investigating how customer-employee interactions during service provision in a service organization can lead to the following results:

- Examining the performance of service provider employees

- A more accurate understanding of the quality of service provision in Organization.

- Improving the quality of service delivery.

- Comparison of customer perceptions of the quality of delivery in an organization compared to competitors 2010. Wynstra & Lindgreen

Of course, it should be noted that most of the research done on customer satisfaction has focused on products and brand names, and service satisfaction has received less attention.Wynstra & Lindgreen

Of course, it should be noted that most of the research done on customer satisfaction has been focused on goods and brand names, and satisfaction with services has received less attention. 2010. Wynstra & Lindgreen.

In this research, we seek to investigate and analyze the quality of service delivery on the level of customer satisfaction to financial service organizations in National Bank. Such as: the number of customers, the continued use of services by them, the high importance of maintaining and strengthening the organization's long-term relationships with customers, closer and deeper relationships with customers, the large number of service providers and the professionalism of customers has made it very important to pay attention to the factors that affect customer satisfaction with service organizations (Eggert & Ulaga. 2009).

According to studies conducted by Chanaka and his colleagues (2010), personal and face-to-face The relationship that takes place between customers and employees has the following dimensions: 1. Quality of service delivery [1]: This dimension deals with those behavioral characteristics of employees that directly affect the perception of customers about the service. These characteristics are: - Professionalism of employees - Courtesy of employees - Intimacy of employees with customers - Competence of employees - 2. Quality of service [2]: The most important dimensions of service quality are: - Objectivity [3] - Reliability [4] - Guarantee Empathy

3. Customer satisfaction: the emotional evaluation of the customer after using the service.

The importance and necessity of research:

In recent years, due to the intensification of competition among financial institutions, attention to the marketing approach has become increasingly important in this field, and these institutions try to stabilize and improve their position by using marketing tools. In fact, it is considered their main product, managing the quality of interactions during service delivery and knowing the customer's perceptions of the quality of these communications and interactions as one of the basic components of customer satisfaction has found a special necessity. 

Obviously, with a high volume of customers in the country, Melli Bank should be sensitive to the quality of its services in general and the customer's perception of the quality of behavior of the employees providing these services. Achieving such knowledge about customer perceptions in this field requires conducting research such as this research. The topic of behavioral interactions is one of the important topics in the field of marketing.

Behavioral interactions are important for the organization and its managers because it can help them in serving customers and cause satisfaction in customers. It is obvious that behavioral interactions and getting to know them can be more profitable for companies by creating satisfaction in customers. Usually, satisfied customers have more relationship with the company and the amount of use of the company's services is more with them.

Research objectives:

In line with the explanation and review of the model proposed by Chanaka and his colleagues, this research pursues the following objectives.

General objective:

To examine the relationship between customer perceptions of behavioral interactions and customer satisfaction with the organization

Objectives Sub:

1. Examining the relationship between customer perceptions of service quality and customer evaluation of service quality. 2. Examining the relationship between customer perceptions of service quality and customer satisfaction. 3. Examining the relationship between customer satisfaction and their perceptions of service quality

Introduction

With the ever-increasing growth of service sectors in the economy, paying attention to the factors affecting the formation of customer satisfaction has become a special necessity. Because the service age requires its own approaches and tools.

In this regard, paying attention to behavioral interactions as one of the determining factors in the formation of customer satisfaction can help financial service organizations in evaluating the performance of the organization and its employees. This attention becomes more important because we accept that services are based on interaction and these interactions play a key role in the customer's perception of service quality and customer satisfaction.

Since in this research we seek to achieve a better understanding of the various dimensions of behavioral interactions in the National Bank of Bandar Abbas, in the second chapter we try to examine the theoretical issues surrounding this issue and be able to analyze the research based on the theoretical results.