slugA Study of the impact of Clients’ Perceptions of Stimuli and Service Quality on Organizational Image of Mellat Bank in Isfahan
Journal Title: International Journal of Academic Research in Management - Year 2015, Vol 4, Issue 3
Abstract
In order to acquire a competitive advantage, companies and organizations should estabilsh a relevant image. Managers can determine the extent of how satisfactory an understanding can be by studying the factors affecting the image and they may remove possible bad perceptions among the clients. Thus, the present study aims to identify those factors which might influence clients perceptions. One prominent factor is the influential stimuli that affect consumptive behavior. This study explores the clients perception of stimuli and service quality over the organizational image of Mellat Bank in Isfahan. Research population comprises all clients of the bank in Isfahan, setting sample size at 173 cases by using Cochran formula. To collect data, a questionnaire was used with Cronbach’s alpha of 0.89 indicating its validity and reliability. Research results show that stimuli did have a significant relation with bank image. It also revealed a similar relation between service quality and image of Mellat bank of Isfahan. Further, the results of Friedman test indicated that, in clients perspectives, service quality of banks rates first in being influential over bank image while physical design rates as the last.
Authors and Affiliations
Farzad Ghaffari, Nader Jafaryousefi, Abalfazl Jannati Mashkani
Keywords
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