Customer Well-Being in Banking Industry: Conceptualization and Antecedences

Document Type : Research Paper


1 PhD Student, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

2 Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

3 Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran


The current study aimed to apply the psychological life space theory to provide a comprehensive framework for the conceptualization of customer well-being in the banking field. A grounded theory including open, axial, and selective coding was employed. Theoretical sampling was applied to select candidates for an in-depth interview, and data gathering was done by purposive sampling followed by selective sampling. By following a qualitative approach, a deeper insight was provided about the role of banks in different domains of customers’ lives. The obtained results revealed that primary brand associations could enhance customer well-being by affecting six subdomains of customers’ lives, including consuming, social, communal, business, religious, and daily life spheres. Besides, it was found that five different images, namely, brand image, self-image, user image, bank’s employee image, and bank’s competitor image inside customers’ mind, could contribute to the changes in the customer well-being. This study contributes to the literature by proposing a new framework including new concepts and consequently, new relationships. Finally, managerial implications along with limitations are discussed.


Main Subjects

Article Title [فارسی]

رفاه مصرف‌کننده در صنعت بانکداری: مفهوم‌سازی و پیشینه‌ها

Authors [فارسی]

  • سید محمد صادق اسحاقی 1
  • بهرام رنجبریان 2
  • آذرنوش انصاری 3
1 گروه مدیریت، دانشکده اقتصاد و علوم اداری، دانشگاه اصفهان،اصفهان، ایران
2 استاد گروه مدیریت، دانشکده اقتصاد و علوم اداری، دانشگاه اصفهان،اصفهان، ایران
3 استادیار گروه مدیریت، دانشکده اقتصاد و علوم اداری، دانشگاه اصفهان،اصفهان، ایران
Abstract [فارسی]

هدف از مطالعه حاضر کاربرد نظریه فضای روانی زندگی در ارائه یک چارچوب جامع از مفهوم‌سازی رفاه مشتری در صنعت بانکداری است. بر این اساس، نظریه داده‌بنیاد شامل کدگذاری‌های باز، محوری و گزینشی مورد استفاده قرار گرفت. نمونه‌گیری نظری برای انتخاب نامزدهای مصاحبه مورد استفاده قرار گرفت و جمع‌آوری داده‌ها ابتدا از طریق نمونه‌گیری هدفمند و سپس گزینشی صورت پذیرفت. با اتخاذ یک رویکرد کیفی، بینش جامع‌تری از نقش بانک در حوزه‌های مختلف زندگی مشتری ارائه شد. مشخص شد که تداعی‌های اولیه برند می‌تواند با تاثیرگذاری بر شش حوزه مختلف زندگی مشتری شامل زندگی مصرفی، زندگی اجتماعی، زندگی جمعی، زندگی تجاری، زندگی مذهبی و روزانه؛ رفاه کلی وی را تحت تاثیرقرار دهد. بعلاوه، نتایج نشان داد که پنج نوع تصویر با نام‌های تصویر برند، تصویر از خود، تصویر کاربر، تصویر کارکنان بانک و تصویر رقبای بانک می‌تواند تغییرات رفاه مصرف‌کننده را تبیین نماید. این پژوهش با معرفی مفاهیم جدید و در نتیجه روابط علی مرتبط با آنها سبب توسعه ادبیات موجود شد. در انتها کاربردهای مدیریتی به همراه محدودیت‌ها و پیشنهادات مورد بحث قرار گرفته.

Keywords [فارسی]

  • تصویر برند
  • نظریه سرریز رفاه
  • فضای روانی زندگی
  • رفاه مصرف‌کننده
  • احساس‌های برانگیخته‌شده
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