Assessing the Factors Associated to Building Trust in the Bank’s Key Customers The Case of the Bank Pasargad’s Key Customers in Tehran

چکیده مقاله

Banking industry, particularly in the small and medium-sized banking segments, has grown to a full-scale competitive business all around the world. Considering the fact that the main products actually offered to customers are basically the same in all banks, there is an inevitably strong need for differentiation from the rivals. One way to achieve this is maintaining a long-term relationship with key customers and profiting from the created trust in them (Hoffman and O’Neil, 2013: 183). In this applied research, conducted as a survey, an inquiry was made into the determinants of the customer trust in the bank, in which the views of 104 key customers of Bank Pasargad on the major factors contributing to their confidence in the bank were collected. Next, based on the collected data, using exploratory factor analysis (EFA), the model of the factors associated to enhancement of trust in the bank’s key customers was set up.

دریافت لینک دانلود مقاله