Author/Authors :
Khazaei، Amir نويسنده Department of Management, Qeshm International Branch, Islamic Azad University, Qeshm, Iran , , Manjiri ، Hadi نويسنده Department of Management, Naraq Branch, Islamic Azad University, Markazi, Iran , , Samiey، Ebrahim نويسنده Department of Management, Qeshm International Branch, Islamic Azad University, Qeshm, Iran , , Najafi، Hossein نويسنده Assistant Professor, Department of educational sciences, Payame Noor University, Iran. ,
Abstract :
To retain customers, organizations have to satisfy them particularly in service industry.
Service convenience is complex and is comprised of five convenience types, namely,
decision, access, transaction, benefit, and post
-
benefit. The objective of the stud
y was to
investigate the effect of service convenience on customer satisfaction and behavioral
responses. Data were collected with questionnaire instruments.
Model was developed and
tested with structural equation model (SEM) using data collected from the
263
Sepah Bank
(the first Iranian bank)
customers.
The results show that service convenience has a positive
effect on
customer satisfaction and behavioral responses
a
nd customer satisfaction has a
positive effect on word of mouth communication and intentio
n to switch.
