Authors
1
PhD student in Marketing Management, Tabriz University, Islamic Azad, Tabriz, Iran.
2
Assistant Professor, Department of Educational Management, Karaj Branch, Islamic Azad University, Karaj, Iran.
3
Assistant Professor, Department of Business Management Islamic Azad University, Hadishar Branch, Hadishar, Iran.
4
Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
5
Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
6
Assistant Professor, Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran.
10.22034/jgeoq.2025.390709.4032
Abstract
Paying attention to advantageous elements for many financial institutions today is undoubtedly a lever to increase customer participation. In this complex environment, without a doubt, the customer is considered as an external capital for the organization, and paying attention to value-creating mechanisms for the customer can have positive consequences for companies and institutions active in the field of financial businesses. This research was conducted with the aim of validating customer participation in virtual communities of Bank Mellat brand, focusing on the western region of East Azerbaijan. The research method of the present study is quantitative. Bank Mellat customers who are members of the brand's virtual communities have been used to validate the final model. In this study, Cochran's formula was used to calculate the sample size, and these people were selected by simple random sampling. A Likert scale questionnaire was used to collect data. Structural equation modeling method and smart-pls software were used for data analysis. Based on the results, it was shown that the categories of knowing the characteristics of customers and knowing the virtual brand communities have the greatest effect on customer participation in the virtual brand communities in Bank Mellat.
Keywords
