M.A. Thesis:

The role of customer source and customer motivation inn creating customer value from the perspective

The purpose of this study was to investigate the impact of customer resources and customer motivation on customer value creation from the perspective of customers of Mashhad Future Bank in Mashhad 97-97. The purpose of this research was applied based on descriptive - analytic nature and survey method. Statistical Society of Mashhad Future Bank Customer Survey The statistical sample was reported by the supervisor of unlimited community. According to Cochran formula, the number of statistical samples was 368 persons, 400 questionnaires were distributed and finally 384 questionnaires were analyzed. The questionnaire used was extracted from the Merza et al (2018) article and translated and localized. The questionnaire had 30 items and a reliability of 0.87. Statistical calculations were performed using SPSS software and Smart PLS3 structural equation software. The results showed that there is no significant relationship between customer resources and customer value creation in Mashhad Future Bank but there is a significant relationship between customer motivation and customer value creation in Mashhad Future Bank.

Keywords: Customer Resources, Customer Motivation, Creating Customer Shared Value, Future Bank.