مهدیه رصاف

At the current competitive world, managers of organizations should respect desires of customers and pay specific attention to factors affecting customer’s behavior to provide conditions for better realization of organizational goals and customer’s satisfaction. This study is a descriptive-analytical study and statistical population in this study consists of customers of Southeast Tehran Tejarat Bank Branches. The aim of this study is to investigate the impact of social, cognitive and emotional factors on customer’s behavior of Southeast Tehran Tejarat Bank Branches. Sampling is done using two-step cluster sampling method and 300 samples are selected through the list of long-term depositors of bank (N=1400). The data have been collected using questionnaire and using SPSS software have been analyzed and descriptive and inferential statistical methods including Pearson correlation and linear regression. The results obtained from testing research hypotheses show that there is strong and significant relationship between social, cognitive and emotional factors with customer behavior of Southeast Tehran Tejarat Bank Branches. Therefore, it could be mentioned that paying attention to these factors has significant effect on supplying better services and gaining customer’s satisfaction.