How customer satisfaction changes behavior: A case study of banking industry

An increase on competition industry from one side and the need for customer retention on the other side in banking industry create necessary motivation to learn more about customer behavior. This paper investigated the relationship between seven perspectives of banking services and customers’ attitude towards changing behavior. The seven perspectives included how bank employees’ treat customers, service prices, how to promote and market synergies, place and time to serve customers, products, equipment and process. The proposed study was implemented in two Iranian banks called Mellat and Tejarat in city of Tehran, Iran. The results indicated that all components except one case, which was “how to promote and market synergies” had meaningful and negative relationship with customer behavior

Studying the Effects of Negative and Positive Perceptions of Price on Price Mavenism

Abstract: Despite the importance of price mavens, little empirical research exists on understanding its theoretical and marketing drivers; especially in different cultural contexts Buyers in Iran often communicate positive and negative purchasing experiences through Word-of-Mouth (WOM), which creates special problems and opportunities for marketers. Price mavenism, which is associated with price-information searching and price-sharing behavior, is often considered as negative dimension of price. The purpose of this study, however, is to propose price mavenism as an outcome variable arising from both positive perceptions of price (prestige sensitivity) and negative perceptions (price and value consciousness). For this purpose structured questionnaire was developed to collect data and totaling 206 questionnaires of Iranian consumers were analyzed. The conceptual model was tested using structural equation modeling. This study found that prestige sensitivity, price consciousness and value consciousness shaped price mavenism among the Iranians, supporting the idea that price mavenism arises from both positive and negative perceptions of price

The Role of Iranian Consumers' Demographic Traits in Their Shopping Behaviors

ABSTRACT: The purpose of this study is to investigate the relationships between demographic traits and shopping behaviours include: prestige sensitivity, price consciousness, value consciousness and shopping hedonism.This study seek to develop a better understanding of Iranian consumers and determine their shopping behaviours. A structured questionnaire was developed to collect data and totaling 206 questionnaires of Iranian consumers were analyzed. T-Tests, ANOVA and multiple linear regressions are used to analyze the effects of demographics (independent variables) on shopping behaviors (dependent variable). The results indicated that gender and age have significant impact on prestige sensitivity and shopping hedonism. Other demographic variables produce non-significant results. Taken together our findings suggest that among several demographic variables, age and gender may be useful in predicting only two variables of shopping behaviors; i.e. prestige sensitivity and shopping hedonism. In general it seems Iranian marketers should pay special attention to females and younger people. They should consider prestige sensitivity and shopping hedonism in their marketing activities for them. The present findings provide precious information for marketers in Iran by investigation the consumers' demographic traits in shopping behavior

Comparison of the effect of hydroxyl propyl methyl cellulose, pectin, and concentrated raisin juice on gluten-free bread based on rice and foxtail millet flour

The nutritional and technological challenges of gluten-free (GF) bread have increased the need for its modification due to the growing demand for this product, especially from celiac patients. Therefore, the present study aims at evaluating the influence of hydroxyl propyl methyl cellulose (HPMC) at 1% and 2% levels, pectin at 1.5% and 2.5% levels, and concentrated raisin juice (CRJ) at 3% and 4% levels on the dough rheological properties and quality of GF bread based on rice and millet flour. The GF bread prepared with HPMC and incorporating CRJ had higher water absorption, dough development time, and dough stability. In addition, the firmness of GF bread during 24–72 h after baking in the presence of 1% HPMC with 3% and 4% CRJ followed by 2.5% pectin incorporating 3% and 4% CRJ showed a significant decrease compared to the control sample. Further, the color index of GF bread was improved with the addition of HPMC and pectin and the L* index decreased in all GF breads with CRJ. The highest volume was occupied by bread containing 1% HPMC. The results demonstrated that GF bread could be produced from a mixture of rice and millet flour and its technological quality was improved by using 1% HPMC and 3% CRJ. Therefore, it has the necessary potential for high-scale production and consumption among members of the society