The effect of bank and customer relationship value on customer citizenship behavior based on quality and power of impermanent relationship variables (Case study: Saderat Bank of Isfahan)

The purpose of this study was to investigate the effect of customer relationship with the bank on customer behavior through intermediary variables of relationship quality and relationship strength. The present research was applied in terms of purpose and in terms of collecting descriptive information of correlation type. The statistical population of this study was all staff members working at the branches of SADERAT Bank, numbering 4662118. By using Cochran sampling formula, 645 people were selected through simple random sampling method. The research tools were standard questionnaire of value relationship and standard questionnaire of relationship quality and the standard questionnaire of customer behavior and power standard questionnaire. The validity of the questionnaires was assessed based on the content validity based on the opinion of the experts on the basis of the views of some of the statistical population and the structure by factor analysis method and after valid terms Word confirmation. On the other hand, the Cornbrash’s alpha method was used to determine the questionnaire of standard value of relationship (0.84) and standard questionnaire of relationship quality (0.81) and customer's standard citizenship behavior questionnaire (0.75), respectively. The standard strength questionnaire (0.70) was estimated. Data analysis was carried out at two descriptive and inferential levels including structural equation modeling. The results of the research showed that the value of customer relationship with the bank had a significant effect on customer's citizenship behavior through the relationship between quality of relationship and power. The coefficient of influence of the relationship with the mediation of the quality of the relationship was equal to 0.17 and with the mediating power of the relationship equal to 0.13 be.