An empirical Evaluation of the effect of service encounter on customer voluntary behavior: Exploration study of (TBI) customers
DOI:
https://doi.org/10.33095/jeas.v19i70.825Keywords:
اللقاء الخدمي، السلوك التطوعي، نمذجة المعادلة الهيكلية، تحفيز سلوكيات الزبائن، مصرف التجارة العراقي ., service encounter, voluntary behavior, structural equation modeling, stimulating customer behaviors , Bank Iraqi Trade .Abstract
Purpose: To determine the impact of service encounter in stimulating voluntary customer behaviors.
- Approach / methodology: It was selected a sample of customers Bank Iraqi Trade (TBI) was (105) individual, using a questionnaire designed in the light of previous studies, was drafted scale and tested in the light of a group of statistical methods developed (reliability coefficient, reliability coefficient composite, convergence). Then test hypotheses through structural equation modeling.
- Results: The behaviors and characteristics of the service provider in effect urged bank customers to perform voluntary extra, as the service environment service encounter play a role in stimulating bank customer on voluntary behavior.
- Originality/ value: The value of current research in theoretical frameworks service encounter, and to focus on voluntary customer behaviors, and himself search determine the impact of the service encounter on volunteer service
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