Investigating the Effect of the Perceived Value of Banking Services on the Key Indicators of Consumer Behavior

This study aims to investigate the effect of perceived value of banking services on the key indicators of consumer behavior. The study population includes the customers of private banks in Tehran City. The data collection tool used in this study is a questionnaire the face validity of which was confirmed by the experts and respondents and the reliability of which was measured and confirmed using Cronbach s alpha coefficient and construct reliability (CR). Depending on the type of the sampling method which was nonrandom convenience sampling technique, a questionnaire was distributed among 300 customers of banks. Out of them, 236 questionnaires were returned and analyzed using partial least squares method, which is one of the methods of structural equation modeling. SPSS20 and SmartPLS2.0 were used for this purpose. The results showed that the perceived value of banking services has a positive effect on consumer behavior and its key indicators such as satisfaction, loyalty and word of mouth advertising. Based on the findings of this study, it can be said that the results will lead to a better understanding of the mechanisms of consumer behavior, which is an acceptable basis for maintaining and increasing customer loyalty .