The Relationships between Sales Culture and Customer's Perceived value and Performance (the Case of Employees and Customers of Banks and Financial Institutions in Poldokhtar City)

The present research is conducted to investigate the relationship between sales culture and customers’ perceived value and customers’ performance. The present research is operational in nature and regarding data collection procedure is considered as descriptive - correlative survey study. Research population of this research includes all the employees and customers of banks in Pledokhtar city. The number of employee participants is 141 and there is no limit for the number of customers. All the employees were selected as case study and also 384 cases of customers were selected based on random category sampling using Cochrane formula. The data were collected using questionnaire whose face and content validity were confirmed by the experts and convergence validity was approved using statistical analysis. The reliability of the questionnaire was assessed through construct validity using confirmatory factor analysis and Cronbach's alpha coefficient index. The data were analyzed using Lisrel and SPSS software. The findings of the present research indicated that there is a positive and significant relationship between sales culture and customers’ perceived value and performance. In addition, there is a positive and significant relationship between all 6 dimensions of sales culture and customers’ perceived value and performance.