پیشایندها و پیامد‌های شهرت بانک از دیدگاه مشتری

Using Gray and Balmer’s Conceptual framework, a specific model has developed for Iranian banking system which tested in Tehran. Nonfunctional perceived value and persuading word of mouth as antecedents and trust (system & institutional) as consequence are forming elements of the model. Method of study is mixed (qualitative and quantitative). Qualitative part of study consist of interviews with bank marketing experts and bank customers. Dimensions of bank reputation has explored through content analysis of interviews. Service quality, customer orientation, social responsibility, obeying rules and regulations are recognized as dimensions of bank reputation construct. In quantitative part of study a survey of 436 samples of commercial retail banks has conducted. Sampling method is convenience. Analyze of data shows that customer based bank reputation construct consists three factors. Model test shows that nonfunctional perceived value has positive impact on bank reputation (γ=0/84, p<0/001). Persuading word of mouth has positive impact on bank reputation (γ=0/09, p<0/1). Bank reputation has positive impact on trust (β=0/76, p<0/001).