Validation of an Innovative Advertising Model Aimed at Enhancing the Costumer Service
Keywords:
innovative advertising, customers' special value, Iran's Qarz Al Hasaneh Mehr BankAbstract
Innovative advertising in banking can play a very effective role in improving their special value by providing advanced services to customers. Using attractive images and videos, providing up-to-date and useful information, creating an amazing user experience and active communication with customers are among the solutions that can increase the trust and satisfaction of customers and help the bank in the way of improving their special value. The article validates the innovative advertising model in order to improve the special value of the customers of Qarz Al-Hasneh Mehr Bank of Iran, the type of research in terms of practical purpose, based on data collection, is in the category of descriptive research, which will be used by (quantitative) survey method, society The statistics of this research are all customers of Qarz Al-Hasneh Mehr Iran Bank in Tehran who had an account in this bank for at least 5 years during the period of 2016 to 2022. For the implementation of the project, researcher-made questionnaires were used for analysis. In the quantitative stage, using the descriptive-analytical method using multiple regression and structural equation modeling, the findings show that Cronbach's alpha parameters are more than 0.7 for all components and sub-components, as well as the standard level of the average variance extracted and the amount Appropriate factor loadings at a level higher than 0.4 and a positive path coefficient, which indicates a significant and positive correlation between the components, as well as a T-value higher than 1.96 in all paths of the model, we can conclude that the model has a good fit.
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Copyright (c) 2025 Farideh Akrami (Author); Abolfazl Moghaddam; Homa Doroudi, Firoozeh Hajialiakbari (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
