The Effect of Components of post-purchase Regression and Negative Feelings on willingness to Brand Switching in Banking Industry (The Case Study: Saderat Bank in Mazandaran Province)

Seyed Mehrdad Ziabari Moghaddam¹ Abdolreza Karimi Reikandeh²

1) Assistant Professor of Marketing Management, Industrial Management Organization, Iran.
2) PhD in Business Administration (DBA), Industrial Management Organization, Mazandaran Agency, Iran

IOI Code : XBEC-DDDAA
Publication : 2nd International Conference on Management, Accounting, Economics & Banking in the Third MIillennium(mae2019.ir)
Abstract :
    The purpose of this study was to evaluate the effect of post-purchase regression components and negative feelings on the willingness to replace the customer brand in the SADERAT bank of Mazandaran province. The purpose of research was applied and as a research method, descriptive-survey and cross-sectional, the statistical population included all customers of branches of Sadegh bank in Mazandaran province who have been using this service for at least two years, in the spring of 1397 at 99 The branch of this bank was 273,407 people (unlimited) and the sampling method was relative, in that the branches active in each of the 22 provinces of the province, from west to east of the province, represented one floor. The number of samples was determined using Cochran s formula, 384 people. Data were gathered using a questionnaire and analyzed using SPSS and AMOS software. Confirmatory factor analysis was used to test the research hypotheses. The results showed that regret of the process and outcome on negative variable, negative feeling on the variables of complaint behavior, rumination rate, psychological distance and social support, as well as complaint behavior, rumination, psychological distance and social support on the change of brand variable, effect Therefore, the ten hypotheses of the research were confirmed.

Keywords : buy customer regret after customer purchase saderat bank of mazandaran province