Influential factors of foreign exchange services marketing with trust mediator role in Iranian international banking industry

摘要

The aim of this study is to evaluate the influential factors of foreign exchange services marketing with trust mediatory role in Iranian international banking industry. This is an applied study in terms of objective and a descriptive-survey study in terms of data collection. Study population consists of all customers of Parsian Bank in Tehran who use the foreign exchange services of this bank, 432 of whom were sampled using Cochran's sample size formula. The questionnaire's validity was confirmed by the experts and the reliability of the questionnaire was confirmed based on Cronbach's alpha coefficient being calculated equal to 0.816. Then data was collected using a researcher-made questionnaire and was analysed by Liserl. The results indicated the positive effect of bank employees' behaviour, coordination and integrity, and customer relationship and perceived value on trust. In addition, the positive effect of trust on foreign exchange services marketing was observed.