Developing a Satisfaction Model for Service Recreation with an Emphasis on Brand Loyalty in Banking Industry

Subject Areas : Financial Economics

seyed mohamad hosein lotfi ashtiani ¹ , seyed mehdi jalali ² , bita tabrizian ³

1 - Ph.D. student of Business Management Department, Roudehen Branch, Islamic Azad University, Roudehen, Iran.
2 - Assistant Professor of Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Assistant Professor of Management and Accounting Department , Roudehen Branch, Islamic Azad University, Roudehen, Iran.

Received: 2023-08-29 Accepted : 2023-12-27 Published : 2025-12-09

Keywords: Forgiveness, customer orientation, MAXQDA, PLS.,

Abstract :

The current research is a developmental research that was conducted with the aim of identifying the components of satisfaction with service re-creation with an emphasis on brand loyalty in the banking industry and mixed method was used in this research.The statistical population in the qualitative section is the experts and managers of Iran's banking industry, of which 15 people were selected in a non-random way. The statistical population in the quantitative part includes all customers of the Agricultural Bank in Tehran (unlimited population). Based on this, a sample of 384 people is selected using Morgan's table. The main tool for data collection is a semi-structured in-depth interview and a researcher-made questionnaire. Qualitative data analysis was done with the method of data base theory using MAXQDA software and in the quantitative part with partial least squares method.Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance, growth and development of services), background conditions, phenomenon The main factors, strategies, intervening and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified. The results of the quantitative part of the research showed that the model proposed in this research has appropriate validity. Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by focusing on the components identified in relation to service regeneration.

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