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Hosseini, Mirza Hassan, Hosseini, Vahideh sadat. (1392). The Impact of Co-Production on Customer Loyalty in Banking Services: A Case of Saman Bank. , 6(2), 105-129. doi: 10.22059/ijms.2013.32066
Mirza Hassan Hosseini; Vahideh sadat Hosseini. "The Impact of Co-Production on Customer Loyalty in Banking Services: A Case of Saman Bank". , 6, 2, 1392, 105-129. doi: 10.22059/ijms.2013.32066
Hosseini, Mirza Hassan, Hosseini, Vahideh sadat. (1392). 'The Impact of Co-Production on Customer Loyalty in Banking Services: A Case of Saman Bank', , 6(2), pp. 105-129. doi: 10.22059/ijms.2013.32066
Hosseini, Mirza Hassan, Hosseini, Vahideh sadat. The Impact of Co-Production on Customer Loyalty in Banking Services: A Case of Saman Bank. , 1392; 6(2): 105-129. doi: 10.22059/ijms.2013.32066

The Impact of Co-Production on Customer Loyalty in Banking Services: A Case of Saman Bank

Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
مقاله 5، دوره 6، شماره 2 - شماره پیاپی 6، مهر 2013، صفحه 105-129    اصل مقاله (1.01 M)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2013.32066
نویسندگان
Mirza Hassan Hosseini1؛ Vahideh sadat Hosseini* 2
1Associate Professor, Department of Management, Economy and Accounting ,Tehran Payame Noor University, Tehran, Iran
2MSC of Business Management, Department of Management, Economy and Accounting ,Tehran Payame Noor University, Tehran, Iran
چکیده
This study investigates the effect of co-production on customer loyalty (attitudinal and behavioral separately) and factors which may boost co-production in an Iranian bank. To investigate co-production in banking services, the proposed model of Auh et al. (2007) was applied. Given the fact that many banks try to get the status of their main customers, co-production was examined due to its potential to create value for customers and make them more loyal, therefore, it encourages them to extend business with those banks. The results of their search have been achieved thorough 415 bank customers, and structural equation modeling (SEM) method was used to analyze the data. The results indicate that co-production positively influences attitudinal loyalty (p<0.01) while not behavioral loyalty, and the higher degree of communication (p<0.05), client expertise, affective commitment, and interactional justice (p<0.01) increase the level of co-production. Among these factors, affective commitment has the greatest effect on co-production. Finally, the results suggest that bank managers should consider co-production as a means to make customers more loyal in the current competitive market.
کلیدواژه‌ها
Co-production؛ Customer Loyalty؛ Value creation؛ Banking services
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