The Survey of Effect of Delight Services and Trust on Loyalty
Subject Areas : Jounal of Marketing Management
M. Panahi Vanani
1
(دانشگاه آزاد اسلامی، واحد اراک، باشگاه پژوهشگران جوان، اراک، ایران)
R. Sha′abani
2
(دانشگاه آزاد اسلامی، واحد اراک، باشگاه پژوهشگران جوان، اراک، ایران)
Keywords: Delight services, Satisfaction, Trust, commitment, loyalty,
Abstract :
Purpose: Nowadays competition for having loyal customers is known as a key strategic issue for organizations operating in service sector. In doing so, banks have tried to improve quality of their services. The main purpose of this research is to investigate the outcomes of the delight services and the customers’ trust in banking industry. Methodology: Looking goal-oriented this research can be categorized as applied and from a method-oriented view it can be categorized as a descriptive and survey research. Since the subject is to study the relationship between variables this research can be categorized as a correlation one. The required information is gathered using questionnaire. Also, in order to analyze data the structural equations technique and LISREL software are used. Therefore, the sample size is about 384 that in order to make sure, 400 questionnaires were distributed among the costumers of private banks in city of Arak that at the end 386 questionnaires were returned and then analyzed, accordingly. Findings: In the research all hypotheses were proved. The research results indicate that the delight services have positive and direct effect on the customer’s trust. When services is delightful for the customer, he or she will trust in; as a result, when a customer is satisfied with the services and trusts in the services provider, then he or she will be committed to the organization. The committed customers will be highly satisfied with the organization and finally they will be loyal to the organization. At the end, it is recommended that banks’ managers should follow some strategies such as establishment of a particular section for customer’s complaints and receiving their viewpoints and suggestions so as to they be able to improve the services on the basis of their customers’ needs and requirements and providing the best services to their customers so that customers will understand the quality in the way of offering services and the delight sense be improved Originality/value: The model used in this research is a combination of a number of different models and is original in its type.
