Identifying and Prioritizing Factors Affecting the Cognitive Assessment Motive to Variety-Seeking Purchase in Banking Services (Case Study: Customers of Saderat Bank, West Branches of Tehran)

The aim of this study was to identify and prioritization the factors affecting the cognitive assessment of customers that stimulate variety-seeking behavior in purchasing services at Saderat Bank Branches in the west of Tehran. The research method was conducted in two qualitative-exploratory and quantitative-survey methods. In the exploration section, semi-structured interview tools were used to collect the necessary data. The statistical society consisted of all customers of three branch offices of the Saderat Bank in the west of Tehran, which was obtained by sampling after 21 interviews. Data were analyzed by the method of analysis of the subject. In the survey section, based on the variables extracted from the qualitative section, 26 questionnaires were adjusted and distributed among simple 384 randomly selected random sampling. The findings of the qualitative section showed that, from the perspective of the respondents of the 8 factors or variables, the cognitive assessment of the stimulus of diversification is the purchase of effective services, which include: desirable arrangement, appropriate physical space, existence of internal bank order, bank image, trust, service quality, effective communication Effective advertising. The average rating of the 8 factors indicated that the quality of services, trust and an appropriate physical space were considered as factors affecting the customer's cognitive assessment; the most important factor was the stimulation of customers to diversification buying a bank service.