The relationship between cultural health and banking system services in National Bank of Iran

Document Type : Original Article

Authors

1 Doctoral Candidate in Cultural Management and Planning, Science and Research Branch, Islamic Azad University, Tehran, Iran.

2 Associate Professor, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Associate Professor, Imam Sadiq (AS) Institute of Islamic Sciences, Qom, Iran

4 Associate Professor, Science and Research Branch, Islamic Azad University, Tehran, Iran.

5 Assistant Professor, Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Abstract

Considering the competitiveness of the banking industry in today's era, banks must be able to have a long-term and stable relationship with their customers in order to stand out from their competitors. For this purpose, banks should identify the expectations of customers and the factors of maintaining this long-term relationship and take steps towards sustainable interaction with customers by gaining their trust through improving the cultural health of their employees. The purpose of this research is the relationship between cultural health and the services of the banking system in the National Bank of Iran. The statistical population of the research includes employees and customers of selected branches of the National Bank of Iran. The sampling method in this research is the use of random sampling method and the statistical sample size includes 259 employees and customers of selected branches of the National Bank of Iran. The method of collecting information is library and observation, and the tool of collecting information is also questionnaire and cultural health questionnaire. And the data and information analysis tool is Spss 19 software. The results of this research showed that the culture of adaptability, the culture of adaptability and the mission culture of employees with customers have a significant relationship with the improvement of banking services in the National Bank of Iran.

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