EXPLANATION OF THE ROLE OF CUSTOMER PARTICIPATION IN PRODUCTION ON CUSTOMER'S COMPATIBILITY AND SATISFACTION

Shahrokh Rajati, Faramarz Nikseresht

Abstract


The researches on the relationship marketing concepts has an exponential growth, however it has not been paid any attention to the compatibility issue and understanding between customers and staff who are directly in contact with customers, especially in the field of banking services in developing and traditional economies, yet.

The aim of this study is investigating the role of customer participation in the production through the relationship benefits caused by long-term relationships between employee and customer and its effect on compatibility and customer satisfaction among the customers of Parsian Bank. This is a descriptive and study done by survey method. The population are the customers of Parsian bank branches in Tehran and the data collection method is questionnaire (n=386). The conceptual model and hypothesis of the research has been studied through LISREL software program and structural equations modeling technique. The results show that the customer participation in production has a positive significant effect on compatibility and it has a significant effect on customer satisfaction. Also the results of the research indicate that all three variables: confidence, social and special treatment benefits have an effect on customer participation, but among them, the effect of social benefit, confidence benefit and at last special treatment benefit respectively, has the most effect on the customer participation variable. 


Keywords


Relationship Benefit, Customer Participation, Customer Compatibility, Customer Satisfaction

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