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Investigating the effect of core competencies in the banking industry on positive behavioral responses of consumers
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Nader Eskandari1   , Mohammad Bashokouh ajirlo 2, Hossein Rahimi kolour3 |
1- M.A. in Marketing Management, Faculty of Literature and Humanities, Mohaqegh Ardabili University, Ardabil, Iran
2- Associate Professor, Department of Business Administration, Mohaqegh Ardabili University, Ardabil, Iran (Corresponding Author) , mohammadbashokouh@gmail.com
3- Associate Professor, Department of Business Administration, Mohaqegh Ardabili University, Ardabil, Iran |
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Abstract: (2285 Views) |
| In today's highly competitive environment, banks view core competencies as a kind of business strategy that increases their credibility and increases their market share. core competencies is a set of special skills that enable a company or organization to deliver unique products or services to consumers and thereby stimulate positive feedback. Using a core competency tool allows organizations to earn a significant difference to their competitors by investing in their strengths. The purpose of this study is to Explaining the impact of core competencies the banking industry on consumer reactions. This study is applied in terms of purpose and is descriptive-survey in terms of data collection. The statistical population of the research was the banking industry customers in Ardabil in unlimited numbers, that 460 samples were evaluated through a standard 37-item questionnaire. The validity of the questionnaire was confirmed by content method, and convergent validity and confirmatory factor analysis, and its reliability was confirmed by Cronbach's alpha and combined reliability. PLS method was used to test the research hypotheses and the results show that all hypotheses have been confirmed. Findings showed that core competencies lead to a positive consumer response. Efforts to increase customer satisfaction and trust also increase positive word of mouth, increase loyalty and ultimately the intention to buy. |
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| Keywords: Core Competency, Satisfaction, Trust, Word of mouth advertising, Purchase intention, Loyalty |
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Full-Text [PDF 776 kb]
(736 Downloads)
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Article type: Research |
Subject:
Special
Received: 2020/07/26 | Accepted: 2021/05/3 | Published: 2021/05/26
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