[Home ] [Archive]   [ فارسی ]  
:: About :: Main :: Current Issue :: Archive :: Search :: Submit :: Contact ::
Main Menu
Home::
Journal Information::
Articles archive::
For Authors::
For Reviewers::
Registration::
Contact us::
Site Facilities::
::
Search in website

Advanced Search
..
Receive site information
Enter your Email in the following box to receive the site news and information.
..
:: Volume 9, Issue 32 (11-2020) ::
mieaoi 2020, 9(32): 147-173 Back to browse issues page
Investigation of Relationship between Customer Engagement, value co-creation value & Customer Stickiness to Social Networks in the Banking
Mohammad Mashhadizadeh1 , Behzad Saedi 2
1- Assistant Professor of Management, Islamic Azad University, Mobarakeh Branch (Corresponding Author)
2- Master of Business Administration, Islamic Azad University, Dolatabad Branch , moh.msh49@gmail.com
Abstract:   (3550 Views)
This study aimed to investigate the impact of customer's engagement by social Network on client stickiness among Isfahan Saderat bank's customers carrying out a descriptive-correlational type research whose statistical population consisted of all customers who are members of instagram page and customers' gym of Isfahan Saderat bank and 385 members were selected as sample and sampling was done by simple random sampling procedure and they were investigated using the questionnaire which was derived from Zhang et al. (2017). Findings of the study showed that consciously participation does not have any impact on operational value, but it has a positive impact on enjoyment value and social value. Customer’s eagerness has a positive impact on operational value, enjoyment value and social interaction. Social interaction has a positive impact on operational value but it does not have any impact on enjoyment value and social value. Consciously engagement, customer’s eagerness, operational value, enjoyment value and social value have a positive impact on customer’s stickiness. But social interaction does not have any effect on customer‘s stickiness. Customer’s stickiness has a positive impact on oral advertisement in Saderat bank. Operational value in effectiveness of consciously engagement does not have an intervening role on Customer stickiness, but it has an intervening role in effectiveness of customer eagerness and social interaction on client eagerness. The intervening role of enjoyment value in the effectiveness of consciously engagement, client eagerness and social interaction on Customer stickiness is meaningful. The intervening role of social value in the effectiveness of social interaction on Customer stickiness is not meaningful but it is meaningful in the effectiveness of consciously participation and customer eagerness on Customer stickiness.
 
Keywords: Customer Engagement, Social Networks, Customer Stickiness, Saderat Bank of Isfahan.
Full-Text [PDF 1444 kb]   (1961 Downloads)    
Article type: Research | Subject: Special
Received: 2019/11/7 | Accepted: 2020/10/20 | Published: 2020/11/22
Send email to the article author

Add your comments about this article
Your username or Email:

CAPTCHA


XML   Persian Abstract   Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Mashhadizadeh M, Saedi B. Investigation of Relationship between Customer Engagement, value co-creation value & Customer Stickiness to Social Networks in the Banking. mieaoi 2020; 9 (32) :147-173
URL: http://mieaoi.ir/article-1-864-en.html


Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Volume 9, Issue 32 (11-2020) Back to browse issues page
نشریه اقتصاد و بانکداری اسلامی Islamic Economics and Banking
Persian site map - English site map - Created in 0.06 seconds with 37 queries by YEKTAWEB 4645