The Impact of New Services to Attract Customers in Bank Branches of Bank Saderat Bushehr

Year 2015, Volume: 36 Issue: 3, 3773 - 3781, 13.05.2015

Zoheir Rajaeı , Mansoor Amını Ları

Abstract

Abstract Today, services are one of the strongest tools for banks to build competitive advantage and attract more customers and profit has become. Customers for the service they receive from banks in case they judged and they tend to have a positive or negative and they will received. Therefore, several banks need to know whether there is a link between their services and attract customers and, if there are which services help customer’s attraction.  The aim of this study was to investigate the effects of modern banking services including telephone banking, ATM services, internet services, services Pos, along the banks of the Sepehr, to attract customers.Study in term of purpose is applied in term of method is descriptive of the survey branch. The population of the research consisted of all staff and customers at Bank Saderat Bushehr. According to the research population sample 400 was selected that this number achieve by Morgan table. Data collection tool was questionnaire that was designed in a range of five options Likert and its reliability or the use of experts and its reliability was measured using Cronbach's alpha. In the process of analyzing the data SPSS software was used. Tests used are: correlation and regression.The results of the study showed that the independent variables that phone service bank, ATM services, Internet services, Pos Services, Sepehr  services is dependent variable that is attract customers at 95% and there is a significant positive relationship. Regression test results showed the strong influence of independent variables on the dependent variable.This research can help to banks, to attracting new customer and provide better services for current customers.

Keywords

Modern banking services, consumer attraction, electronic banking, Saderat bank

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