An Empirical Study of the Relationship between Sales Culture and Customer's Perceived Value

The present research was done to investigate the relationship between sales culture and customer’s perceived value in banks of Poledokhtar. The data of the study, which is correlative and operational in nature, were collected by a descriptive- surveying method. The research population included the employees and customers of the private and governmental banks in Poledokhtar city. The employees were 141 and the customers were unlimited in number. All the employees were selected to participate in the study. Also, 384 customers were selected by Cochrane formula as the research sample. Data collection was done by means of a questionnaire whose face validity and content validity were confirmed by experts, and its structure and convergence validity was confirmed by statistical methods. The reliability of the questionnaire was assessed through its construct validity using confirmatory factor analysis and Cronbach's alpha coefficient. The value of this coefficient for the variable sales culture was found to be 0.945, and 0.911 for the perceived value. The data were analyzed with the benefit of structural equation modeling. The findings of the research indicated that there is a direct and significant relationship between sales culture and customer’s perceived value. Also, there is a direct and significant relationship between all the six dimensions of sales culture and customer’s perceived value.