Investigation of Perceived Transparency of Bank Performance, Brand Experience and Organizational Reputation effect on Consumer Delight

The objective of the present research is investigation of the effect of the perceived transparency of performance, bank organizational reputation and brand experience on customer delight. Performance transparency customers delight, timely responsiveness to customers,handling their complaints and easy facilities payment and etc make a brand .If the banks can be active in this field they can be effective in attractions of customers trust, delight and creating loyalty to themselves. This study is a cross sectional , applied a qualitative research. The population of the present research include the customers of Teheran Sepah bank branches in an unlimited number that a sample of 384 people were selected in unprobable method. Data gathering tool was questionnaire and it's analysis method was based on minor least square and PLS smart software. The obtained results indicate that the perceived transparency of organizational performance and reputation has a positive , direct and significant effect on Sepah bank customers delight. Also the perceived transparency dimensions except the perceived transparency of the bank policy, the organizational reputation components except the bank branches performance components and the brand experience comments except the operational experience comments have a significant effect on the customers delight. Also it was found that the perceived transparency dimensions have a significant effect on the Sepah bank organizational reputation and brand experience.