The Relationship Between Quality Auto Services with Commitment, Trust and Customer Delight in Khuzestan Banks

The main objective of this study is to investigate the relationship between automated factors in Iran's banking industry, as predicators of commitment, trust, and customer Delight.

Plan, methodology, and approach – Relative importance of automated service factors in customer Delight, trust, and commitment are first investigated. Then, the article proposes a conceptual pattern of relationship between automated factors, customer relationship, trust, and commitment within Iranian banking framework. For this purpose, a questionnaire was designed based on the relevant literature and data were collected from branches of the state banks of Khuzestan province, using random sampling technique. LISREL8 and SPSS19 were employed for testing hypothesis’ assumptions.

Findings – Many automated factors have no direct relationship with customer commitment, rather their relationship was indirect through trust and customer Delight. The automated factors have direct and positive influence on customer Delight, which in turn have positive effect on customer trust and commitment. Customer trust, directly and positively, results in his commitment.

Research limitations/consequences – This research was performed in 4 branches of Iranian state banks. Further investigations on the proposed conceptual model are required in all industries and different countries to determine the generalizability and consistency of the results of this study.

Practical implications - The proposed commitment prediction model can potentially help bank managers in empowering bank-customer relationship, and increasing customer Delight, trust, and commitment in light of the intense competition faced by many institutions.

Originality/value: This article is considerably able to show the significance of the quality of automated services in achieving customer Delight within the automated banking framework.