Designing and Explaining the Model of Customer Hope Based On Ethics, Customer Orientation and Service Quality Management

Motivation and hope in the customer undoubtedly affect his purchasing decision. Therefore, this study aimed to determine what the pattern of customer hope is and where is the ethics of this pattern.

This research is mixed in terms of practical purpose, exploratory in terms of approach, and qualitative-quantitative in terms of data analysis. In the qualitative phase, a phenomenological approach was adopted. The population included the customers of Keshavarzi Bank (with lived experience) from which 9 people were selected by purposive sampling method. The main tools for data collection were in-depth and unstructured interviews. Data were analyzed in three steps (concept identification, category identification, and category categorization). In the quantitative phase, the customers of Keshavarzi Bank in Zanjan province were considered as a statistical population and among them, 400 people were selected as a statistical sample based on simple random sampling method. The main tool for data collection was a closed and researcher-made questionnaire. Structural equations were used for analysis and this was done with SPSS, Lisrel and smartPLS software.

In the qualitative phase, out of a total of 9 interviews, 87 initial concepts were extracted, which after review, 20 final concepts and 6 main categories were identified. In a small phase, it was found that ethics, customer orientation and service quality management in Keshavarzi Bank have a significant role in the structure of customer expectations of this bank and the research model was approved.

Customers' hope for Keshavarzi Bank services can be described from three aspects: hope derived from the ethics of Keshavarzi Bank, hope derived from the service quality management system in Keshavarzi Bank, and hope derived from innovation and customer orientation of Keshavarzi Bank.