Presentation of value-making model in the banking services industry (Case Study: National Bank of Fars Province)

The purpose of this study is to present a model of value creation in the industry of banking services at the National Bank. The statistical population of this research is the customers of the National Bank in Fars province, which is an unlimited society. Sampling method in this study, a sample size of 284 sampling methods is available. The instrument for measuring the standard questionnaire is Cambera-Firo et al. (2017). In this research, the method of modeling structural equations between variables is used to describe the data analysis and test the hypothesis of the research. The results of the test of research hypotheses that have been tested using Laser software show that value creation has a positive and significant effect on customer satisfaction, loyalty and oral advertising, and customer satisfaction on loyalty and oral advertising. Also, there is a positive and significant relationship between the MI variable and the elderly people in the value creation process. But among the value-adding men, there is a positive and significant effect on satisfaction and oral advertising, and satisfaction with loyalty and oral advertising. Finally, value creation among young people has a positive and significant effect on satisfaction, loyalty and oral advertising.