نوع مقاله : مقاله پژوهشی
نویسنده
استادیار، گروه مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
The main motivation of this study was to evaluate the mediating effect of beneficial and hedonistic attitudes on the effect of initial satisfaction of customers' psychological needs on their loyalty behavior in using Tejarat Bank Internet (Case study: Tejarat Bank Internet). This study has been applied among customers and consumers of Samsung products in Tehran. Assuming that the research community is unlimited, based on Cochran's formula, 384 customers of Tejarat Bank branches located in the north of Tehran were selected as the sample. The sampling method is random. In this method, the chance of selecting each component is the same. The results showed that initial satisfaction will have a positive effect on the psychological needs of customers among customers of Tejarat Bank branches in North Tehran. Utilitarian attitudes will have a significant positive effect on customer loyalty behavior among customers of Tejarat Bank North Tehran branches. Enjoyable attitudes will have a significant positive effect on customer loyalty behavior among customers of Tejarat Bank North Tehran branches. Basic psychological needs will have a significant positive effect on beneficial attitudes among customers of Tejarat Bank North Tehran branches. Basic psychological needs will have a significant positive effect on the hedonistic attitude among customers of Tejarat Bank North Tehran branches. Psychological needs have a significant effect on customer loyalty with the mediating role of utilitarian attitude among customers of Tejarat Bank branches in North Tehran. Psychological needs have a significant effect on customer loyalty with the mediating role of hedonistic attitude among customers of Tejarat Bank branches in North Tehran. Also, all hypotheses were confirmed.
کلیدواژهها [English]
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