Modeling the Impact of Ethical Values on Empowering Postmodern Customers in the Banking Industry

Postmodernist philosophy with a rethinking of human nature and consumption, believes that the goal of the consumer is to create new experiences and meanings in life. So the banking industry, must have a particular focus on trading ethics. The purpose of the present study is to extract the main indicators of banking ethical values and the individual and situational factors of customers, the impact of the ethics values on empowering postmodern customers is designed to be modeled.The present study is a combination of qualitative and quantitative approaches to design a postmodern customer empowerment model. In the qualitative part of the research, some experts in banking and in the quantitative part, customers of Tehran Mellat Bank branches was used as statistical population. Data analysis method was used in qualitative and quantitative part to test the model was done by SPSS, Lisrel and Smart PLS statistical software. The results of the model test show that the direct effect and relationship between the variables of ethical values (social responsiveness, enlightenment, reliability, adaptability, occupational health, shared interests, fairness, quality of communication and work discipline) on postmodern organizations differentiation At the level (P ‹0.01) it was calculated as 0.883 and the direct effect and relationship between The distinctiveness of the postmodern organizations and the postmodern customer empowerment At the level (P ‹0.01) was calculated as 0.552 which is positive and significant. Thus, 95% confidence can be said that the differentiation of postmodern organizations has a direct and significant impact on the empowerment of postmodern customers.