seyed mohamadhosein lotfi ashtiani

This research was conducted to identify the components of satisfaction with service recovery  in the banking industry.

The purpose of this research is in the field of developmental research, which is carried out with a mixed method. The statistical population in the qualitative section is the experts and managers of Iran's banking industry, of which 15 people were selected in a non-random way. The statistical population in the quantitative part includes all customers of the Agricultural Bank in Tehran (unlimited population). Based on this, a sample of 384 people is selected using Morgan's table. The main tool for data collection is a semi-structured in-depth interview and a researcher-made questionnaire. Qualitative data analysis was done with the method of data base theory using MAXQDA software and in the quantitative part with partial least squares method.

Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified. The results of the quantitative part of the research showed that the model proposed in this research has appropriate validity.

Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by focusing on the components identified in relation to service regeneration.

Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand loyalty. The purpose of this research is in the field of developmental research, which is carried out with a qualitative method. The statistical population of the research is the experts and managers of Iran's banking industry (branch managers of the Bank of Agriculture) and 15 of them were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. The reliability and validity of the interviews were confirmed by two methods of retesting and intra-subject agreement of two coders. Qualitative data analysis was done using the grounded theory method and using MAXQDA software. Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified.Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by using service recreation solutions.

Considering the high rate of customer dissatisfaction with banking services, the issue of service recovery is a clear example in the country's banking sector. Service recovery shows the reaction of banks when a problem occurs. This study aims to study the impact of the perceived justice of bank customers on satisfaction with service recovery and post-purchase behaviors. This research is an applied study that was conducted with a descriptive-survey approach. The statistical population is all customers who receive banking services (unlimited population), from which a sample of 409 people has been selected as a statistical sample using SAMPLE-POWER software. In this study, an adapted questionnaire was used to collect information. It is worth mentioning that the validity and reliability of the questionnaire were confirmed. The partial least squares technique and SmartPLS software were used to test the hypotheses. The results showed that distributive, procedural, interactive, and informational justice has a positive and significant impact on satisfaction with service recovery; Satisfaction with service recovery has a positive and significant effect on customer trust, recommended advertising, and repurchase intention; Trust has a positive and direct impact on recommendation advertising and repurchase intention; Service recovery satisfaction through trust influences recommendation advertising and repurchase intention; It was also found that satisfaction with service recovery has a positive and direct impact on brand credibility and customer-based brand equity.