Investigating the effect of relief and social interactions on customer's satisfaction in Sepah Bank (Case Study: branches of Tehran)

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1 Investigating the effect of relief and social interactions on customer's satisfaction in Sepah Bank (Case Study: branches of Tehran) Mehrdad Tavassoli Master of Executive management, Islamic Azad University Karaj Branch Alireza Pour Ebrahimi PhD of Industrial management, Faculty member of management, Islamic Azad University Karaj Branch Mojtaba Maleki FacultyMember of Islamic Azad University Pharmaceutical Sciences Branch, Department of MBA Abstract In the banking industry, recognition and attention to the demands of customers and strive to meet his needs are very important. The present study in terms of goal is considered of applied research and in terms of the method is considered of surveyed research that to collect the needed data for presented variables in the theoretical model, has been used the surveyed method. This study examines the impact of social interactions and relief on customer's satisfaction and experience. The statistical society of research includes customers of Bank Sepah in Tehran that have had relationship with the bank for at least three years. 230 questionnaires were distributed among the available sample by simple random sampling. Relaxation and social interactions of independent variables, customer satisfaction, the dependent variable and customer experience, is the mediator. Research data were collected by using standard questionnaires. This information is analyzed in the LISREL 8.50 software environment by applying the structural equation modeling tests and confirmatory factor analysis according to the research hypothesis. The results of this study show the positive effect of relief on customer satisfaction and customer experience, customer experience on the customer satisfaction, social interactions on the customer satisfaction, social interactions based on customer experience. It is hoped that the results of this study pave the way for future research on banking components. Keywords: relief, social interaction, customer satisfaction, customer experience, Sepah Bank. Page 1610

2 Introduction Today we observe more control over the increasing importance of customer-oriented, presenting it as the most important competitive advantage of organizations and its role in business success and progress (Ranjiban 2011). On the one hand due to the importance of the customer in today's competitive world, especially in the banking industry and according to studied research, the cost of attracting new customers is far more than the costs for customer retention, methods of obtaining and maintaining customer satisfaction is a top priority. On the other hand, banks are economic and services business that like any other business ultimately must earn a profit to survive and develope and earning profit also is achieved depends on attracting and keeping customer. This issue that customer feels comfortable when he /she visits the branch and Staff banks in terms of communication and social interaction can properly communicate with customer Impact on customer satisfaction and customer experience of banking services. Studies also indicate that friendly staff and empathy with customers, draw more customer attention, because this relationship will stimulate communication and empathy (Drollinger et al, 2006). IN this research, we aimed to investigate the effect of social interactions and relief on customer satisfaction and developing a model for improvement in the relationship between customer satisfactions, customer experience among customers of Sepah Bank and let us respond to this question: Main question: Do relief and social interactions affect on customer satisfaction and customer experience in Sepah Bank? The secondary question: Does the relief effect on the customer experience in Sepah Bank? Do social interactions affect on customer experience in Sepah Bank? Do social interactions affect on customer satisfaction in Sepah Bank? Does relief affect on customer satisfaction in Sepah Bank? Does the customer experience affect on customer satisfaction in Sepah Bank? The research hypotheses also are anticipated as follows: The main hypothesis: Relief and social interactions have a positive impact on customer satisfaction and customer experience in Sepah Bank. The secondary hypotheses: relief has a positive impact on the customer experience. Social interactions have a positive impact on the customer experience. Social interactions have a positive impact on customer satisfaction. relief has a positive impact on customer satisfaction. Customer experience has a positive impact on customer satisfaction. Theoretical foundations of research Nowadays, efficiency and effectiveness of the organization's processes are words of a day. With scientific studies should answer this question that how we can improve the effectiveness of the organization's processes. Experts believe that one way to increase organizational efficiency is the Page 1611

3 improving service quality and its purpose is meeting the demands and expectations of customers. Deming knows equal the quality with customer satisfaction. Therefore, by increasing the quality of services, customer satisfaction increases and thus enhances organizational effectiveness. Several studies indicate that the cost of obtaining new customer are 9 times of retaining an existing customer and also pointed out that one percent reduction in customer satisfaction decreased 9 percent return on investment in organization (Nori and Fatahi, 1971, p. 106). Because the ultimate goal of bank is attracting more customers, so customer satisfaction or dissatisfaction with the system of banking services is very important Because of this, customer satisfaction can be one of the indicators of effectiveness of the organization. The concept of customer Customers are the public or the operation that consume the product or the results of a performance or they need them and take benefit from them. Because each function in an organization has certainly a goal, so have customers (Brniker houf and Dressler, 1998, p. 33) Kaplal and Norton have considered customer's perspective as a most important perspective in evaluating the performance of the organization and Pitrouz and Waterman have expressed knowing the customer needs of characteristics of successful organizations and in view of system also investigation and how to assess customer satisfaction and customer's loyalty are considered the most important health indicators of organization (Jabari, 2000, p. 29). Four aspects of customer needs include: 1. Knowledge of outcomes (objectives of using services) and the means or ways to achieve results To determine and define precisely the customer needs2 The customer participation as soon as possible3.determination of consumer expectations (customer) of services4 In general, the needs and expectations of customers are more around the following axes: Internal customers: Provide the work timely; receiving the work with acceptable quality Do teamwork Existing the appropriate structure and organizational formations Foreign customers: Timely delivery of product or services Reasonable prices in front of the same products or services (competition) Acceptable and surely quality Delivery and receive products and services according to need (not like that); ). - Proper and acceptable services after the sale (Poorhossein, 1998, pp To meet customer needs is essential to interpret and convert these needs to the features of product or service. Technique ((QFD, is a special technique to achieve that (Rampersad, 2001). Social interactions and relief in the banking industry Providing the marketing human needs is associated with everyday human life. We are faced with numerous requirements in life and these requirements are made us to try and marketing tries to Page 1612

4 meet these requirements with minimal effort. Many senior managers state their main problem as development, implementation and review of competitive marketing strategies and policies in today companies and thus, demands of companies to the high-level marketing managers will increase day by day. To meet the social needs of the customers according to how the creation the social interaction with customers, especially in service organizations and empathy with them is very effective.in this regard a positive attitude to the customer, focusing on the customer, active interactional behavior and finally humility behavior in communicating with customers are of the effective factors in establishing meaningful social interaction with customers.social interactions act as a relation in relation of the customer _ employee (Hartline and Ferrell, 1996). Service organizations can design their services in a way that using them is easy and in this way create differentiation than their opponents; this simplification of using services is called relief. (Berry et al., 2002) The purpose of relief in the banking industry is locational position of branch in terms of access, internal equipment of bank in terms of comfort and entertainment features, including displays, brochures, and catalogs and so on. Customer Satisfaction Although, the first time the concept of customer satisfaction by "Peter Dracker" in 1954, as a direct and indirect was entered in to the management and marketing literature, but reviewing the related sources to customer satisfaction, suggests that serious studies and researches have started in this field since the mid 1970 mainly in America and The foundations of this issue has cleared with the considerable extension of studies in the 1980s; (1991) Woodruff Robert B. and Clemons). The main effort in that decade has been to find the comprehensive pattern for measuring and explaining the customer satisfaction. The success of all organizations and institutions, ranging from manufacturing or service, profit or nonprofit, governmental or non-governmental, is influenced by several factors; one of the most important of them is customer satisfaction to achieve excellence in business.it is believed that customer satisfaction, will affect their future reactions toward the organization (Including preparation and passion for reuse, willingness to recommend the product to others and willingness to pay the price without bargaining or trying to find a supplier who can supply the same product at a lower cost).customer satisfaction is achieved when the performance of the company could meet the expectations of buyer. If performance is below the expectations, the customer will be dissatisfied and he/she will be satisfied if the performance is equal to expectations.if the performance be more than the expectation then he will be very pleased and happy. (Katler & Armstrang, 2005, 900) Customer satisfaction is the customer's utility that customer achieves it due to the different characteristics of the product and it is a profitable source and reason to continue the organization's activities. Customer experience According to the Oxford English Dictionary, the word experience means the actual observation or practical knowledge with the truth or the events (Swanel, 1992, p. 369). Although in this case, Page 1613

5 there are numerous definitions, but all of them agree that the customer experience must include interacting with people, process, or system organization.some have said that the experience includes interacting with the product, others said, the experience, including feelings or emotional reactions that are the result of these interactions. Overall, it seems that customer's perception is at the center of what the customer experience deals with it.therefore, in this regard were asked of customers and almost 50 percent of respondents chose this definition. "Customer experience is the set of all customer interactions with products, services and people that are relevant to an organization with a particular brand.for example, is included all interactions with the goods, services and people affiliated with customer experience, all points that customer deals with the organization, the product or service. (Janfarsa, 2008) Tools and ways to gather data In the present study was used to collect information from library and field method.thus, to collect information in order to develop a theoretical foundations and literature study has used a library method and in order to test the hypothesis of the study is used the field method.the instruments that was used to collect data in this study, is questionnaire. The questions in the questionnaire were of the closed type and to measure and evaluate the opinions and attitudes of people has used the Likert five-item scale. A questionnaire has been developed in two parts: The first part included demographic characteristics of respondents. In this section with the seven questions is asked of respondents to identify the gender - the age-level of education - their average monthly income. (Demographic) Part 2: In this section with 21 questions, effectiveness rates of contextual factors, has measured the criteria that affects on customer satisfaction. Inserted questions in this section are based on questions related to the assumptions as follows Questions 1 to 7 are questions related to social interactions Question 8 to 11 are questions related to customer satisfaction Questions12 to 17 are questions related to relief Questions18 to 21 are questions related to the customer experience In this study, to investigate the components of questionnaire and to ensure of being representation of necessary characteristics that researcher intends to measure them, was used the validity. Thus, by referring to the elite and masters of their field of study related to the contents of questions with presented concepts in the consultation model were done and after confirming them, the intended questions to be included in the questionnaire. In this study reliability coefficient of the questionnaire in each of subscales and general concepts and was calculated by using the Cranach s alpha and all concepts and assessed subscales in this study have produced over 0.7 alpha coefficient.investigation the Cranach s alpha values showed that reliability rate of relief variable equals to 0.74, Social interactions equal to 0.87, Customer experience equals to 0.79and the reliability amount of customer satisfaction equals to 0.80, have obtained that show all the amounts are greater than the standard amount 0.7.Investigating the Cranach s alpha values indicates the proper reliability of questionnaire. Page 1614

6 Research findings Age of respondents As the following table shows the largest age group is the people between 31 and 40 years. Table 1: Frequency distribution of respondents in terms of age Percentage Frequency Age 9. % 7 18 Between 18 and 25 years. 5. % Between 26 to 30 years 7. % Between 31 to 40 years 8. % Between 41 to 50 years 7. % Between 51 and 60 years 6. % 2 6 Above 60 years 9. % 3 10 No response Total Gender of respondents As the following table shows men had the highest rates in the studied sample. Table 2: Frequency distribution of respondents in terms of gender Percentage Frequency Age 2. % Male 6. % Female 1. % 6 15 No response Total Education of the respondents As the following table shows the largest educational group among the respondents has a Bachelor's degree. Page 1615

7 Table 3: Distribution the frequency of the respondents in terms of education Percentage Frequency Age 5. % Diploma 9. % Associate Degree 8. % Bachelor 2. % Masters 7. % 1 4 PhD 8. % 4 12 No response Total Statistics of research variables With data collected from questionnaires,for each of the research variables to provide minimum statistics, maximum score, average, standard deviation,skewness and elongation are shown in a below table: Table 4: Table of descriptive variables in the research Research variables Minimum Maximum Mean SD Skewness Elongation Social Interactions Customer Satisfaction Relief Customer experience In the above table are mentioned the changing range of variable scores, average and standard deviation. As can be seen, all the variables mentioned in above are in acceptable range for two indicators as Skewness and elongation Kolomogorov-Semirnov test for normality of research variables To test the hypothesis of the study at first is dealt to examine the normality of variables. So at the beginning, this condition is investigated for the studied variables in research. Table 5: Kolomogorov-Semirnov test for normality of research variables Indicators Z Kolmogorovnumber Mean SD Smirnov P-value Social Interactions Customer Satisfaction Easy Page 1616

8 Customer experience With regards to the significant level of Kolomogorov-Semirnov test in the above table for the research variable is more than 0.05.The result is that the distribution of the above mentioned variables did not have significant difference with normal distribution. Thus, we conclude that the distribution of research variables has been normal. Adequacy test of sample The prerequisites using of LISREL structural equations, reviewing the adequacy of the sample is investigated that to check this issue, has been used the KMO sampling adequacy test: Table 6: adequacy sampling test Sampling adequacy test Bartlett's sphericity index 210 Degrees of freedom Significant level Bartlett's test of sphericity Adequacy sampling amount is equivalent to So the sampling rate is suitable for using the structural equations. Generally high levels (close to one) suggest that factor analysis is applicable for data. Confirmatory factor analysis Standard estimation model is the model that is obtained of matching two covariance matrixes of data model and shows the real estimation of parameters in the model. In this model, the relationship rate between the index and dimension, dimension and index is shown. Figure 1: Factor analysis of research variable Page 1617

9 Coefficients between research questions and variables are standardized coefficient, which reflects the severity of the ability to measure of each index in the research variable. Significant level Coefficients of model variables are as follows: Figure 2: Significant level of research variables Significant coefficients indicate a significant relationship between the variables. In the following table are stated the chi-square values of the degrees of freedom, root average of square approximation, adaptive fitting, index goodness of fit, the fitness increasing index for each of the studied variables. Table 7: The results of confirmatory factor analysis Variables Load factor Significance level Variables Load factor Significance level Social Interactions Easy Question Question Question Question Question Question Question Question Question Question Question Question Question Customer Satisfaction Customer experience Question Question Question Question Question Question Question Question RMSEA = 0.088; X 2 /df 1 = 2.87; GFI = 0.91; AGFI = 0.85; CFI = 0.92, IFI=0.92 The above table shows that confirmatory factor analysis of questionnaire structures have proper fitting and questionnaire structures show well the relevant variables. The fitting of research model 1. Chi Square Divided to Degree of Freedom Page 1618

10 Fitting the model means that the observed variance-covariance matrix or predicted variancecovariance matrix by the model must have values close together or to have fitting. In structural equations modeling when can trust to the estimations of the model that model have enough fitting Table 8: The fitting parameters of the final model indicator titled Accepted domain Value Results X 2 /df 2 X2/df Approved Model RMSEA RMSEA< Approved Model GFI GFI> Approved Model AGFI AGFI> Approved Model CFI CFI> Approved Model IFI IFI> Approved Model All used fitting parameters indicate that, this model has a good fitting. Thus, we conclude that the research model has a high ability to measure the main research variables. According to be standard the model, LISREL findings have reliability. The modeling of the research model equations Figure 3: The final research model Page 1619

11 Also significant relationship level between the variables is as follows: Figure 4: Significant relationship between variables The other values of final model can be seen in the below table: Table 9: final model values Concepts of relations with indexes, in the model Standardized value.standard Error Significance level Value of explained variance Significant level Relief has a positive impact on the customer experience Social interaction has a positive impact on the customer experience Social interaction has a positive impact on P< P< P< Page 1620

12 customer satisfaction Relief has a positive impact on customer satisfaction Customer experience has a positive impact on customer satisfaction P< P<0.05 The results of testing the research hypothesis Testing the main hypothesis of research Regarding to the two dependent variables in the main hypotheses is examined in two parts. Relief and social interactions have a positive impact on customer satisfaction in Sepah Bank. To investigate the first main research hypothesis and according to the being normal the research variables was used the multiple regression test. By inserting two effective variables in customer satisfaction in a multiple regression model respectively the variables are displayed from low to high importance grade in terms of customer satisfaction as follows: Table 10: Regression model for relief variables and social interactions with customer satisfaction Model Correlation Coefficient Determination coefficient Corrected determination coefficient Standard deviation According to the above table in the first column, correlation coefficient amount of relief variables and social interactions with customer satisfaction is observed and in the second column the coefficient of determination (R Square) shows the regression model for these variables in the model.that determination coefficient of independent variables in the regression model of relief variables and social interactions is 0.43, or in other words is 43.00% of customer satisfaction changing due to changes in relief variables and social interactions. The next table is a table of variance analysis that due to inserting any variable to the model, a new regression is done. Table 11: Analysis of variance for all variables Model Sum of Degrees of Mean Test Page 1621

13 1. Regression Remains Total squares freedom Square statistic (F) p-value According to the P-value rate that is lower than 05/0, so all the mentioned valuables have significant impact on customer satisfaction. So H0 assumption is rejected that is based on that there is no linear relationship. The last table contains the regression coefficients due to enter any of the variables. Table 12: The regression coefficients of all the variables Independent variables Fixed value Social balance Relief Non-standardized coefficients coefficient Standard B deviation Standardized coefficients Beta Test statistic (t) p-value As we can see in the above table, for the 'relief' variable in the regression equation obtained value of B is that is significant at level and it suggests that any increasing or decreasing in relief " to the 23.2 rate increases or decreases the customer satisfaction.similarly, for social interactions variables in 53.3 percent of the variance increases or decreases the customer satisfaction. Finally, with regard to the second step of regression can be written the regression equation as follows: Customer satisfaction = (social interactions) (relief) According to the obtained data can be concluded that relief and social interactions have a positive impact on customer satisfaction in Sepah Bank and the hypothesis is confirmed. Relief and social interactions has a positive impact on customer experience in Sepah Bank. To investigate the main research hypothesis and according to the normal research variables, was used the multiple regression test. By inserting two effective variables in customer satisfaction in a multiple regression model respectively the variables are displayed from low to high importance grade in terms of customer satisfaction as follows: Table 13: The regression model for relief variables and social interactions with the customer experience Model Correlation Coefficient determination coefficient Corrected determination coefficient Standard deviation Page 1622

14 According to the above table in the first column, correlation coefficient value of relief variables and social interactions with customers experience is observed and in the second column coefficient of determination (R Square) is shown the regression model for these variables in the model.that determination coefficient of independent variables in regression model of relief variable and social interactions is 0.396, or in other words 39.6 percent of the customer experience changings is resulted from changings in the relief variables and social interactions. The next table is an analysis table of variance that due to insert any variable to the model, a new regression is done. Table 14: Analysis of variance for all variables Model Sum of squares 1. Regression Remains Total Degrees of freedom Mean Square Test statistic (F) p-value According to the P-value rate that is lower than 0.05, so all the mentioned valuables have significant impact on customer satisfaction. So H0 assumption is rejected that is based on that there is no linear relationship. The last table contains the regression coefficients due to enter any of the variables. Table 15: The regression coefficients of all the variables Independent variables Fixed value Social balance Relief Non-standardized coefficients coefficient B Standard deviation Standardized coefficients Beta Test statistic (t) p-value As we can see in the above table, for the 'relief' variable in the regression equation obtained value of B is that is significant at level and it suggests that any increasing or decreasing in " relief " to the 26.3 rate increases or decreases the customer experience.similarly, for social interactions variables in 48.1 percent of the variance increases or decreases the customer experience. Finally, with regard to the second step of regression can be written the regression equation as follows:customer experience = (social interactions) (relief) According to the data obtained can be concluded that relief and social interactions has a positive impact on customer experience in Sepah Bank and the hypothesis is confirmed. Page 1623

15 Secondary research hypotheses test by using structural equation model The second hypothesis: Relief has impact on the customer experience. According to standard estimation of relief variable easily on customer experience is 0.38 and amounts of T = 4.98 and R 2 can be concluded that at a significance level of P <0.01, relief has a significant impact on the customer experience. So the hypothesis is confirmed. The third hypothesis: social interactions have impact on the customer experience According to standard estimation of social interactions on the customer experience is 0.51 and amounts of T = 6.26 and R 2 = 0.58, can be concluded at a significance level of P <0.01, social interactions have significant impact on the customer experience. So the hypothesis is confirmed. The fourth hypothesis: social interactions have impact on customer satisfaction. According to standard estimation of variable social interactions variable on customer satisfaction is 0.48 and amounts of T = 5.92 and R 2 = 0.65, can be concluded at a significance level of P <0.01, social interactions have significant impact on customer satisfaction. So the hypothesis is confirmed. Fifth hypothesis: Relief has impact on customer satisfaction. According to standard relief variable estimation on customer satisfaction is 0.21 and the amounts of T = 2.66 and R 2 = 0.65, can be concluded at a significance level of P <0.01, relief has a significant impact on customer satisfaction. So the hypothesis is confirmed. Sixth hypothesis: customer experience has impact on customer satisfaction. According to standard estimation of variable, customer experience on customer satisfaction is 0.24 and the amounts of T = 2.52 and R 2 = 0.65, can be concluded at a significance level of P <0.01, the customer experience has a significant impact on customer satisfaction. So the hypothesis is confirmed. Suggestions It is recommended that managers by taking the security measures and providing a sense of trust in customers caused the satisfaction.accordingly, managers should create a space that customers and employees can benefit from each other's experiences;make customers aware of the experience of employees and before this provide educational programs for them. It is also recommended that the managers focus on the index, "welcome to the customers' and promote it by Implementation of programs like act of honoring programs to customers. Customer experience can be well established with the first purchase. so that someone who wants to use the services of Sepah Bank,If he /she has easy access to bank,a good kind of experience can be used to suggest that.therefore, it is recommended to the managers to do measures for being available the branches before deployment and after deployment.for example, we can do this by assigning parking lots or notification from the adjacent parking lots.also in exterior design should notice to subjects that are easily identifiable for the customer such as color, how to install commercial sign at bank and in total bank external decoration, measures should be recognized and adopted. Page 1624

16 References - Kotler, Philip and Gary Armstrong "Principles of Marketing" Feb phosphors, Trpat book, Isfahan, B Ranjbarian analysis of the relationship between perceived value, perceived quality, customer satisfaction and repurchase intention supermarket chains in Tehran Volume 4, Issue 11, Spring 2012, page Nouri, Iraj,,هFatah Camille (1961) measured customer satisfaction in Export Development Bank of Iran using multi-criteria analysis consent) MUSA (, research, management, humanities lecturer in Iran, the period of fifteen, Issue 1 - Brnykrhof, Robert Dressler, Dennis. Measure productivity: guidance for managers and professionals translations doctor Mahmoud Abdullah Zadeh, Publications Office of Cultural Research, Orion, H. et al. Evaluation of the needs assessment and expectations of customers (patients) of health care hospitals in Tabriz, Journal of Hospital, fifth edition, Fall Poorhossein, M. Step by step quality assurance systems, Islamic Publications Bureau, Volume I, Janfrsa, F., (2008), Journal of banks and the economy, Issue 92 - Drollinger, T., Comer, L.B., Warrington, P.T., Development andvalidation of the activeem patheticli steningscale.psychol.mark.23 (2), Hubert K. Rampersad, (2001) "A visionary management model", The TQM Magazine, Vol. 13 Iss: 4, pp Hartline, Michael D, Ferrell, O. C., 1996.The management of customer-contact service employees: an empirical investigation.j.mark.60, Berry, L.L., Seiders, K., Grewal, D., 2002.Understanding service convenience.j.mark. 66 (3), Woodruff Robert B. and Clemons D. Scat et al. (1991), The standards Issues in CS / D Research: A Historical perspective, «JCSDCB VOL.4» pages: Swannell, J. (1992), 'The Oxford Modern English Dictionary', Oxford University Press Inc. New York. Page 1625

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