Consideration of Price Perception and Quality Perception on Behavioral Intention in Private and State Banks in Iran

This research for first time in Iran tried to work on investigation about price perception and Quality perception on Behavioral Intention in private and state banks. In this research by explaining about 8 hypothesis we investigate about relationship among price, quality, customer satisfaction, customer value and Behavioral Intention and by working exploratory research project, surveying research approach & accidental sampling, the necessary information of 196 customers of state and private banks was collected by the support of a valid & reliable questionnaire. This information has also been analyzed by the use of comparison tests and correlation tests. The conclusion shows that there is a direct relationship between Quality perception and Customer value, between Quality perception and Customer satisfaction, between Customer value and Customer satisfaction, between Customer satisfaction and Behavioral Intentions and the most important of all between Price perception and Behavioral Intentions in banks and still quality perception rather than price perception play less important role in Behavioral Intentions. On the other hand, other result shows no direct relationship between price perception and customer value and also Quality perception and customer value