Subjective Well-being: The Effect of Customer Relational Experience Quality and Brand Trust) Subject of study: Branches of Refah Kargaran Bank (Tehran))

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Faculty of Social Sciences and Economic, Alzahra University, Tehran, Iran

2 Ph.D Student of Business Management, Department of Management, Faculty of Social Sciences and Economic, Alzahra University, Tehran, Iran.

Abstract

The customer relational experience quality is based on outstanding judgment and understanding of the customer. it can result in a sustainable competitive advantage, is effective in trusting the brand, and finally, leads to Subjective well-being, which refers to the various evaluations of people about their lives, both positive and negative. The more customers have a better experience of buying and using goods and services, the more trust will be created in their minds and trust in the brand, which means having a sense of security and consumer confidence. The purpose of this research is to investigate the effect of customer relational experience quality on subjective well-being with the mediating role of trust in the brand. The current research is applied in terms of its purpose and descriptive-correlation in terms of implementation, in which a researcher-made questionnaire was used to collect data. The statistical population included customers of Refah Kargaran Bank branches in Tehran that based on Cochran's formula and the available sampling method, 384 people were selected as the sample. The collected data has been analyzed by SmartPLS structural equation software. The results of the path analysis showed that the customer relational experience quality has a positive and significant effect on subjective well-being. The customer relational experience quality has also a positive and significant effect on trust in the brand, and trust in the brand has a positive and significant effect on Subjective well-being. The findings show that the good experience of customers in using welfare services, in addition to creating a sense of trust, creates a pleasant feeling in them.

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References

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