Antecedents and Consequences of Customer Based Bank Reputation

After developing a local scale for measurement of customer base bank reputation, one specific model has developed for Iranian banking system and tested in Tehran. Nonfunctional perceived value and persuading word of mouth as antecedents and trust (system & institutional) as consequence are elements of the model. Method of study is (qualQUAN). 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. In quantitative part of study a survey of sample size 436 of commercial retail banks has conducted. Sampling method is convenience. Analyze of data shows that customer base bank reputation construct consists three factors. Model test shows that nonfunctional perceived value has positive impact on bank reputation (γ=0/84, p