Phenomenology of Customer Hope for Banking Services in Agricultural Bank (Mixed Approach: Phenomenology-Structural Equation Modeling)

The aim of this study is to describe the lived experience of customers 'hope in the services of Keshavarzi Bank, to seek to know the dimensions and components of customers' hope, and then to present a conceptual model and structure of the study.The results of the research in this section confirm the structure of customer hope in the form of a conceptual model extracted from the first part. Established appropriate approaches to establish and manage sustainable customer relationships. In analyzing the statements of the participants in the study, it was quite "clear and obvious that they unanimously" believed that hope and hope for banking services need planning in order to observe, pay attention and focus. In Keshavarzi Bank, in order to implement the structure and elements of hope in the form of main themes, including hope derived from ethics in Keshavarzi Bank, hope is derived from the service quality management system in Keshavarzi Bank and finally, "hope is derived from innovation and customer orientation in Keshavarzi Bank. They emphasized that the realization of hope and hope is in the shadow of the emergence of the mentioned themes and will result in the continuation of the relationship with the bank.