Investigation of Perceived Transparency of Bank Performance, Brand Experience and Organizational Reputation effect on Consumer Delight

Document Type : Research Paper

Author

faculty member ,department of management ,malayer branch ,Islamic azad univercity

Abstract

 
The objective of the present research is investigation of the effect of the perceived transparency of performance, bank organizational reputation and brand experience on customer delight. Performance transparency customers delight, timely responsiveness to customers,handling their complaints and easy facilities payment and etc make a brand .If the banks can be active in this field they can be effective in attractions of customers trust, delight and creating loyalty to themselves. This study is a cross sectional , applied a qualitative research. The population of the present research include the customers of Teheran Sepah bank branches in an unlimited number that a sample of 384 people were selected in unprobable method. Data gathering tool was questionnaire and it's analysis method was based on minor least square and PLS smart software. The obtained results indicate that the perceived transparency of organizational performance and reputation has a positive , direct and significant effect on Sepah bank customers delight. Also the perceived transparency dimensions except the perceived transparency of the bank policy, the organizational reputation components except the bank branches performance components and the brand experience comments except the operational experience comments have a significant effect on the customers delight. Also it was found that the perceived transparency dimensions have a significant effect on the Sepah bank organizational reputation and brand experience.

Keywords


حقیقی‌کفاش، مهدی. صحت. سعید. اثناعشری، محمد. و فرهمندثابت، مژگان. (1393)، تأثیر شهرت سازمانی بر نیات رفتاری مشتری در بانک اقتصاد نوین، پژوهشنامه مدیریت تحول سال ششم، شماره 11، صص47ـ29.
حکیمی‌پور، ابوالقاسم. بزرگ‌خواه، حامد. (1392)، مطالعه و بررسی تاثیر ارزش ویژه برند، تجربیات پیشین از برند، رضایت از برند و اعتماد به برند بر وفاداری به برند (مطالعه موردی خریداران کفش اِکو)، نشریه علمی پژوهشی مدیریت فردا، سال دوازدهم، شماره36، صص52ـ9.
دانش فر، زهرا (1391)، رابطه شهرت سازمانی ناشی از مشتری محوری با رفتارهای شهروندی مشتریان در شرکت خدمات بیمه ایران خودرو، پایان نامه کارشناسی ارشد دانشگاه علامه طباطبایی (ره).
رئیسی‌فر، کامیار. بختیاری، حامد. و طاهری، مهرداد. (1392)، بررسی تأثیر تجربیات برند بر تمایل به پرداخت بالاتر، (پژوهشگر) فصلنامه مدیریت، سال دهم، شماره 32، صص28ـ15.
شفقتی‌چماچائی، محمد. (1395)، تبیین خشنودی مشتریان با توجه به نقش رضایت شغلی کارکنان شرکت آب و فاضلاب استان گیلان، پایان‌نامه‌ی کارشناسی‌ارشد رشته‌ی مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد رشت
صالحی‌نژاد، مجیدرضا. و وکیل‌الرعایا، یونس. (1394)، بررسی تاثیر شهرت سازمان بر رضایت مشتریان، اولین کنفرانس بین المللی حسابداری و مدیریت در هزاره سوم.
طالقانی، غلامرضا. نرگسیان، عباس. غریبی، مجتبی. و کوشکی، علیرضا. (1391)، بررسی رابطه بین شهرت سازمانی با نگرش های‌شغلی کارکنان شرکت ایران خودرو، مجله علمی  پژوهشی مدیریت فرهنگ سازمانی دوره دهم، شماره اول، صص114ـ97.
عزیزی، شهریار. روستاییان، بهناز. قرچه، منیژه. حاجی‌پور، بهمن. (1394)، اثر شهرت از دیدگاه مشتری بر ارزش ویژه برند، فصلنامه علمی ـ پژوهشی تحقیقات بازاریابی نوین، سال پنجم، شماره چهارم، شماره 7پیاپی(91)، صص52ـ39.
نجم روشن، سعید و نصراللهی، زهرا و طباطبایی نسب، سید محمد (1390)، شناسایی و رتبه‌بندی عوامل مؤثر بر حسن شهرت شرکت‌های لوازم خانگی، فصلنامۀ علمی پژوهشی کاوش‌های مدیریت بازرگانی، سال سوم، شماره 6، صص104ـ75.
نوربخش، سیدکامران. و سواررخش، محمود. (1393)، بررسی رابطه بین هویت و اعتماد برند با حمایت از برند، فصلنامه مدیریت کسب و کار، شماره 21 ، صص52ـ31.
Aaker, D. A., & joachimsthaler, E. (2000), Brand Leadership. London: free Press.
Abdullah,M., Husain , N., El-Nassin ,A. , (2001), “Theory, Development of National Customer Satisfaction Index: The Malaysian Index of Customer Satisfaction”, The 6 th World Congress for Total Quality Management.
Adliagan, A. H., & Buttle, F. A. (2002), “SYSTRA-SQ: A New measure of bank service quality”. International Journal of Service Industry Management, 13, 362-338.
Ambler, Tim; Bhattacharya, C.B; Edell, Julie; Keller, Kevin Lane; Lemon, Katherine N; Mittal, Vikas, (2002),“Relating Brand And Customer Perspectives On Marketing Management”, Journal of Service Research, Vol. 5.
Arnould, E.J. and Thompson, C.J. (2005), “Consumer culture theory (CCT): twenty years of research”, Journal of Consumer Research, Vol. 31, pp. 868-82.
Aydin, S.and Ozer, G. (2005), “National customer satisfaction indices: An implementation in the Turkish mobile telephone market”, Marketing Intelligence & Planning, Vol.23, No.5, pp. 486-504.
Azizi, Shahriar. Rostaeyan, Behnaz. Chacha, Manije. Hajipur, Bahman. (2015), The Effect of Fame from the Customer's Perspective on Brand Value, Journal of Research in New Marketing Research, Vol. 5, No. 4, Serial No. (91), p. 39-52.(In Persian)
Babcock, L., Wang, X., & Loewenstein, G. (1996). Choosing the wrong pond: Social comparisons that reflect a self-serving bias. Quarterly Journal of Economics, 111, 1–13.
Babcock, L., Wang, X., & Loewenstein, G. (1996). Choosing the wrong pond: Social comparisons that reflect a self-serving bias. Quarterly Journal of Economics, 111, 1–13.
Berger, H., Ehrmann, M., & Fratzscher, M. (2006). Monetary policy in the media. ECB Working Paper No. 679.
Berry, Leonard L. (2000), “ Cultivating service brand equity”. Journal of Academy of Marketing Science,Vol 28, pp 126-135.
Bick Geoffery, Brown Andrew B., (2004),"Customer perceptions of the value delivered by retail Banks in South Africa", International Journal of Bank Marketing, 22, 5, PP301.
Boder, Angel, (2008), “Brand Engagement and Brand Experience At BBVA, The Transformation of a 150 Years Old Company”, Corporate Reputation Review, Vol.11, Number 4, S.371-381.
Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009), “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73, May, pp. 52-68.
Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009), Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73, pp. 52-68.
Bromley, D. B. (1993). Reputation, image, and impression management, Landon, Wiley.
Bromley, D. B. (2000), Psychological aspects of corporate identity, image, and reputation Corporate Reputation Review, 3, PP: 240-252.
Bruhn, M.,Grund ,M.A., (2000), “Theory, Development and Implementation of National Customer Satisfaction Indices; The Swiss Index of Customer Satisfaction (SWICS)”, Total Quality Management , Vol.11, No.7, pp. 869-882.
Camerer, C. F. (2003). Behavioral game theory: Experiments on strategic interaction. Princeton: Princeton University Press.
Cherng G. Ding Timmy H. Tseng , (2015),"On the relationships among brand experience, hedonic emotions, and brand equity", European Journal of Marketing, Vol. 49 Iss 7/8 pp. -
Chinomona, R. (2013). The Influence of Brand Experience on Brand Satisfaction, Trust and Attachment in South Africa. International Business & Economics Research Journal, 12(10), 1303-1316.
Crosby, P. B. (1984), Quality Wtihout Tears, McGraw-Hill, New York.
Daneshfar, Zahra (2012), The Relationship between Customer-Oriented Customer Profit and Customer Citizenship Behaviors in Iran Khodro Insurance Company, Master's Thesis, Allameh Tabataba'i University.(In Persian)
De Haan, J., Amtenbrink, F., & Waller, S. (2004). The transparency and credibility of the European Central Bank. Journal of Common Market Studies, 42(4), 775–794.
de Haan, J., Amtenbrink, F., & Waller, S. (2004). The transparency and credibility of the European Central Bank. Journal of Common Market Studies, 42(4), 775–794.
De Haan, J., Eijffinger, S. C. W., & Waller, S. (2005). The European Central Bank: Credibility, transparency, and centralization. CesIfo book series. Cambridge, Massachusetts: MIT Press.
de Haan, J., Eijffinger, S. C. W., & Waller, S. (2005). The European Central Bank: Credibility, transparency, and centralization. CesIfo book series. Cambridge, Massachusetts: MIT Press.
Dwayne, B., Pedro,S.C.and Alexandra, M. (2004), “The role of communication and trust in explaining customer loyalty”, European Journal of Marketing, Vol.38, No.9/10, pp1272-1293.
Ehrmann, M. Eijffinger, S. and Fratzscher, M. (2010), The Role of Central Transparency for Guiding Private Sector Forecasts, Working Paper Series, No.1146, European Central Bank.
Eijffinger, S. C. W., & Geraats, P. M. (2006). How transparent are central banks? European Journal of Political Economy, 22(1), 1–21.
Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image, Boston: Harvard Business school press.
Fombrun, C. J. , & Foss, C. B. (2001), The reputation quotient, part 3: Five principles of reputation management, Retrieved August 7, 2004, from http: //www.thegauge.com/SearchFolder/OldGauges/Vol14No3/fombrunfossreputation3.html
Fombrun, C. J. , & Gardberg, N. (2000), Who’s tops in corporate reputation? Corporate Reputation Review, 3, pp: 13-17.
Fombrun, C. J., & Van Riel, C. B. M. (2003), Fame & fortune: How successful companies build winning reputations, Upper Saddle River, NJ: Prentice Hall.
Fornell, C., Johnson, M.C., Anderson, E.W., Cha, J. and Bryant, B.E. (1996), "The American Consumer Satisfaction Index: nature, purpose and findings" Journal of Marketing, Vol. 60, October, pp. 7-18.
Fu, H. Li, Y. Duan, Y. (2014),"Does employee-perceived reputation contribute to citizenship behavior?", International Journal of Contemporary Hospitality Management, Vol. 26 Iss 4 pp. 593 – 609.
Fullerton, G. (2003), "When does Commitment Leads to Loyalty?", Journal of Service Service Research, 5 (4), 333-345.
Gentile, C., Spiller, N. and Noci, G. (2007), “How to sustain the customer experience: an overview of experience components that cocreate value with the customer”, European management Journal, Vol. 25 No. 5, pp. 395-410.
Geraats, P. M. (2002). Central bank transparency. Economic Journal, 112(483), F532–F565.
Grigoroudis, E., Siskos, Y., (2004), " A survey of customer satisfaction barometers: Some results from the transportation-communications sector" European Journal of Operational Research 152 , pp334-353.
Gronroos, (2000), "Service management and marketing: A customer relationship approach",2nd ed., Wiley, Chichester.
Grunig, J. E. , & Hung, C. F. (2002), The effect of relationships on reputation and reputation on relationships: A cognitive, behavioral study. Paper presented at the thAnnual International, Interdisciplinary Public PRSA Educator’s Academy 5Relations Research Conference, Miami, Florida.
Ha, H.; Janda, S., & Park, S. (2008). Role of satisfaction in an integrative model of brand loyalty, evidence from china and south korea, International Marketing Review, 26 (2), 198-220.
Ha, Y. H. & Perks, H. (2005). “Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust”, Journal of Consumer Behavior, 4 (6), pp. 438-452.
Hagighy kafash, Mehdi. Sehat Saeed. Asnaashari, Mohammad. And Farahmad sabet, Mojgan. (2014), The Effect of Organizational Fame on Customer Behavioral Needs in New Economics Bank, Transformation Management Research Journal, Vol. 6, No. 11, pp29-47.(in Persian)
Hakimipour, Abolqasem. Bozorgkhah, Hamed. (2013), A study on the effect of brand equity, brand equity, brand satisfaction and brand trust on brand loyalty ( case study of buyers of Eco shoes), Tomorrow's Management Research, Vol. 12, No. 36, p.9-52.(In Persian)
Harvey, D. (2002) "customers-theHidden Treat to your business" capstone, oxford.
Hasan, S.A. Raheem, S. Imtiaz Subhani, M. (2011), Measuring Customer Delight: A Model for Banking Industry, Eropean Journal of Social Science, 22(4): 510-518.
Hicks Jessica M; Page Thomas J Jr; Behe Bridget K; Dennis Jennifer H; R Thomas. Fernandez (2005) "Delighted consumers buy again" Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior; 18, p. 94.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9, 132-140.
Huber Frank , Herrmann Andreas, Morgan Robert E.(2001)," Gaining competitive advantage through customer value oriented management", Journal of Consumer Marketing , Vol.18, No.1, p p. 4 1 - 5 3.
Johnson, M., Gustafsson, A., Andreassen, T.,Lervik, L., Cha, J., (2001)," The evolution and futureof national customer satisfaction index models" Journal of Ecomonic Psychology 22, pp 217-245.
Kao, C.Y. Tsaur, S.H. and Wu, T.C. (2016), Organizational culture on customer delight in the hospitality industry, International Journal of Hospitality Management, 56: 98–108
Keller, Kevin L. (1987), "Memory Factors In Advertising; The Effects of Advertising Retrieval Cues on Brand Evaluations.", Journal of Consumer Research, 14 (December), p.316-33.
Keller, Kevin L. (1998), "Strategic Brand Management: Building, Measuring and Managing Brand Equity", Prentice Hall, Upper Saddle River, NJ.
Khalifa Azaddin Salem ,(2004),"Customer value: a review of recent literature and an integrative configuration", Management Decision, 42 , 5 PP 645-666.
Khanh V.La and Kandampully (2004) ,"Market oriented learning and customer value enhancement through service recovery management" , Journal of Managing Service Quality,Vol 14 ,No 5,pp.390-401.
Kristensen,K, Juhl,H.j. and Stergaard, P. (2001), “Customer Satisfaction and Customer Loyalty in European Retailing”, The6th World Congress for Total Quality Management.
Krzysztofik, P.S. and Szczepanska, O. (2006), TransParency of Central Banks in Supporting Financial Stability, Banks and Bank Systems, Vol.1, Issue 3, pp.20-31.
Lanthos, G. P. (2011). Consumer behavior in action: real life applications for marketing managers. US: M.E. sharp. INC.
Liu, M.W. Keh, H.T. (2015),"Consumer delight and outrage: scale development and validation", Journal of Service Theory and Practice, Vol. 25 Iss 6 pp. –
Malmendier, U., & Tate, G. (2005). CEO overconfidence and corporate investment. Journal of Finance, 60(6), 2661–2700.
Manuel, J.V. and Pedro,S.C. (2003), “The employee-Customer satisfaction Chain in the ECSI model”, European Journal of Marketing, Vol.37,No.11/12, pp.1703-1722.
Mittal, Vikas; Kamakura, Wagner A., (2001), “Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics.”, Journal of Marketing Research (Jmr), Feb2001, Vol. 38 Issue 1, p.131-142.
Najm Roshan, Saeed and Nasrallahi, Zahra and Tabatabaee Nasab, Seyyed Mohammad (2011), Identifying and ranking the factors affecting the good reputation of home appliance companies, Journal of Research in Business Management Explorations, Third Year, No. 6, pp. 75 -104. (In Persian)
Nourbakhsh, Seyed Kamran. And savarbakhsh, Mahmud. (2013), The Relationship Between Identity and Brand Trust with Brand Support, Business Management Quarterly, No. 21, pp. 31-52. (In Persian)
Oliver, R. L. (1999), Whence consumer loyalty? Journal of Marketing 63 (5): 33-44.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985), A Conceptual Model of Service Quality and its Implications for Future Research", Journal of Marketing, 49, 41−50.
PetersT. &waterman R (1982) "In search of excellence", Harpoer Collins, Newyork.
Rabin, M. (1998). Psychology and economics. Journal Economic Literature, 36(1), 11–46.
Reisifer, Kamiar. Bakhtiari, Hamed. And Taheri, Mehrdad. (2013), The Effect of Brand Experiences on the Inclination to Pay, (Researcher) Management Quarterly, Year 10, No. 32, pp. 15-28.(In Persian)
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32.
Rindova, V. P. , & Kotha, S. (2001), Accumulating reputation through strategic action flows: Lessons from Amazon. com and its competitors in Internet retailing, Unpublished paper, University of Maryland, College Park.
Ronald, G.(2000), “Measuring internal customer satisfaction”, Managing Service Quality, Vol.10, No.3. Pp.178-186.
Sahin, Azize; Cemal, Zehir; Hakan, Kitapci, (2011), “The Effects of Brand Experience, Trust and Satisfaction on Building Brand Loyalty: An Empirical Research On Global Brands”, Journal of Procedia Social and Behavioral Sciences, Feb2011, Vol. 12 Issue 1, p.132-143.
Salegna Gary. J; Goodwin Stephen A (2005) "Consumer loyalty to service providers: An integrated conceptual model" Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior;No 18, .p. 51.
Salehinejad, Majid Reza And Vakilarraya, Younes. (2015), A Survey on the Effectiveness of the Organization's Fame on Customer Satisfaction, The First International Conference on Accounting and Management in the Third Millennium.(in Persian)
Schiffman , Leon. G& Laza Kanuk , Leslie (1993) "Consumer Behavior" Printic Hall International, Inc.
Schmitt, B.H. (2009). “The concept of brand experience”, Journal of Brand Management, 16 (7), pp. 417-419.
Schmitt, Bernd H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
Shafqati chmachaa, Mohammad. (2015), Explaining Customers' Satisfaction Based on the Job Satisfaction Status of Employees of the Water and Wastewater Company of Guilan Province, Master's Degree in Business Administration, Islamic Azad University, Rasht Branch.(in Persian)
Shamim,A. Butt,M (2013), A critical model of brand experience consequences, Asia Pacific Journal of Marketing and Logistics Vol. 25 No.1, 2013 pp. 102-117.
Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12(1), 83–107.
Sun, B.J. (2004), Brand Equity, Perceived Value and Revisit Intention in the US mid –Priced Hotel Segment. In partial fulfillment of the requirements for The Degree of Master of. Oklahoma State University.
Sweeney, J and Swait, j (2008) “ The effect of brand credibility on customer loyalty” Journal of Retailing and Consumer Services,Vol 15, pp180-200.
Taleghani, Gholamreza. Nargesian, Abbas. Gharibi, Mojtaba. And Kushkei, Alireza. (2012), Investigating the Relationship between Organizational Fame and Attitudes of Employees of Iran Khodro Company, Journal of Management of Organizational Culture Volume 10, No. 1, pp. 97-114.(in Persian)
Tse David K. and willton Peter. C. (1998) "Models of Consumer Satisfaction Formation: An Extension" Journal of Marketing Research, No 25, PP.204-212.
Turkyilmaz, A. and Ozkan, C. (2007), “Development of a customer satisfaction index model: An application to the Turkish mobile phone Sector”, Industrial Management & Data Systems, Vol.107, No.5, pp.672-687.
Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131.
van der Cruijsen, C.A.B. and Eijffinger, S.C.W. (2010), From actual to perceived transparency: The case of the European Central Bank, Journal of Economic Psychology, 31: 388-399.
Vazquez-Carrasco, R., & Foxall, G. R. (2006). Influence of personality traits on satisfaction, perception of relational benefits, and loyalty in a personal services context. Journal of Retailing and Consumer Services, 13(3), 205–219.
Waddock, S. (2000). The multiple bottom lines of corporate citizenship, social investing, reputation, and responsibility and its, Business and Socity Review, 105(3), 323-345.
Wepener, M. and Boshoff, C. (2015),"An instrument to measure the customer-based corporate reputation of large service organizations", Journal of Services Marketing, Vol. 29 Iss 3 pp. –
Whetten, D. A. (1997). Theory development and the study of corporate reputation, Corporate Reputation Review, 1(1/2), 26-34.
Woodford, M. (2005). Central bank communication and policy effectiveness. NBER Working Paper No. 11898.
Zarantonello, L. & Schmitt, B. H. (2010). “Using the brand experience scale to profile consumers andpredict consumer behavior”, Journal of Brand Management, 17 (7), pp. 532-40.
Zarantonello, L. and Schmitt, B.H. (2010),“Using the brand experience scale to profile and predict consumer behavior”, consumers Journal of Brand Management, Vol. 17 No. 7, pp. 32-40.
Zeithaml, Valarie A. and A. parasuraman (2004), "Services Quality," Cambridg Massachusetts, Marketing Science Institute.