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The image and customer well-being stems from banking activities
Journal of Islamic Marketing Pub Date : 2021-04-08 , DOI: 10.1108/jima-10-2020-0314
Mohammad Sadegh Eshaghi , Bahram Ranjbarian , Azarnoush Ansari

Purpose

This study, by applying psychological life-space theory, aims to identify the role of banking activities in customers’ well-being.

Design/methodology/approach

Following a quantitative approach, a two-stage method of structural equation modelling was used to test the hypotheses. Through a close-ended questionnaire, data were obtained from banks’ customers. A partial least squares regression was used to test both inner and outer models. Sample power software was used to calculate the minimum sample size of the study.

Findings

A new variable namely customer well-being stems from banking activities identified which is assumed to be influenced by bank’s image, perceived value and aroused emotions. It was tested that word of mouth and bank’s marketing activities have impacts on the bank’s image. Moreover, by differentiating the images of different entities, it was proposed that comparative images could be considered as moderating variable. Furthermore, the mediating role of perceived value and aroused emotions are documented.

Originality/value

Applying psychological life-space theory, a new concept that is not limited to the financial aspect of well-being presented and tested. Although researchers in different filed of studies applied this theory, this is the first time that a study presents nominal and operational definitions of the role of banks in customers’ well-being. Moreover, for the first time in the bank marketing literature, images of different entities including consumer’s image, image of bank’s employee and image of bank’s competitors were separated and their causal relations were statistically tested.



中文翻译:

形象和客户福祉源于银行活动

目的

本研究运用心理生活空间理论,旨在确定银行活动在客户幸福感中的作用。

设计/方法/方法

在定量方法之后,使用结构方程建模的两阶段方法来检验假设。通过封闭式问卷调查,从银行客户那里获得数据。偏最小二乘回归用于测试内部和外部模型。样本功率软件用于计算研究的最小样本量。

发现

一个新的变量,即客户幸福感源于识别出的银行活动,假设受银行形象、感知价值和激发情绪的影响。经测试,口碑和银行的营销活动对银行形象有影响。此外,通过区分不同实体的图像,提出可以将比较图像视为调节变量。此外,记录了感知价值和激发情绪的中介作用。

原创性/价值

应用心理生活空间理论,这是一个不限于福祉的财务方面的新概念。尽管不同研究领域的研究人员应用了这一理论,但这是第一次有研究提出银行在客户福祉中的作用的名义和操作定义。此外,在银行营销文献中,首次对消费者形象、银行员工形象和银行竞争对手形象等不同实体的形象进行了分离,并对其因果关系进行了统计检验。

更新日期:2021-04-08
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