International Business Management
ISSN: OnlineISSN: Print 1993-5250
Abstract
Media refers to those responsible for the periodic creation of information and content and its dissemination over which there is editorial responsibility, irrespective of the means and technology used for delivery which are intended for reception by and which could have a clear impact on, a significant proportion of the general public. The purpose of this study is to examine the effectiveness of media in affecting corporate image and satisfaction in the banking industry. Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity and discriminant validity using data collected in a survey of Iran Melli Bank’s prospective customers in Iran. A structural equation modeling procedure is applied to the examination of the influences of media on corporate image and satisfaction. The research model was tested empirically using a sample of 186 respondents who had experience with banking services and referred to Iran’s Melli bank branches during the period of research. The study found that media is one of the most effective factors influencing corporate image dimensions and satisfaction of banking services in the consumers’ markets. There is a substantial research stream that examines media in the formation of corporate image, little is known about corporate image in the context of banking services. This study extends existing measurement of corporate image to a new setting.
How to cite this article:
Mansour Samadi and Roya Razmi. The Effect of Media on Customer Satisfaction with Banking Services: Mediating Role of Corporate Image.
DOI: https://doi.org/10.36478/ibm.2016.2062.2070
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.2062.2070