Authors : Seyed Hosein Hoseini and Naser Tavrah
Abstract: The aim of this study was to investigate the influence of social networks to attract banking customers a competitive advantage with regard to the index of bank branches in the Southern province of Western Azerbaijan. The method of study was a descriptive correlational. The statistical population is staff of Refah bank branches in the Southern of Western Azerbaijan Province. Their number is ... people. Of the population, according to Morgan, people were randomly selected. To measure social networks, an author-made questionnaire was used consisted of 12 questions on a 5-item Likert scale and to measure customers a researcher made questionnaire was used including 8 questions 5-item Likert scale and to measure competitive advantage of scale, Geo-Lee was used consisting of 17 questions. Validity was confirmed by a professor of management. The reliability of the questionnaire was confirmed by Cronbach’s alpha. Structural equation modeling was used to test the hypothesis. The results showed that due to the intermediary role of banks competitive advantage and its components (quality, flexibility, accountability and efficiency), social networks have a positive impact on attracting customers.
Seyed Hosein Hoseini and Naser Tavrah, 2016. The Study of Effect of Social Networks to Attract Banking Customers by Taking the Competitive Advantage Index (Case Study: Bank Refah, South of West Azerbaijan Province). International Business Management, 10: 1220-1224.