The present paper explores the effect of food quality dimensions (physical environment, food, and services) on mental image of the restaurant and customers' satisfaction and intentions based on Kisang's model (2012). In order to test the hypotheses, Kisang's questionnaire was used whose validity was measured via face validity and reliability was evaluated by means of Cronbach's alpha coefficient. The statistical sample included 208 customers of restaurants in Isfahan province who were selected via simple sampling. The hypotheses were tested by means of structural equations modeling at confidence level 0.95%. One primary hypothesis and ten secondary hypotheses were proposed through which the effect of qualitative dimensions on mental image, perceived value, and finally customers' satisfaction and intentions was evaluated. The findings disclosed that quality dimensions (physical environment quality, food quality, and service quality) have a positive and significant effect on customer's mental image with regard to the restaurant and customer perceived value. Also, customer's mental image has a reverse effect on customer satisfaction. Other results revealed that the effect of customer's mental image on perceived value is positive and significant. Moreover, given to the findings, perceived value has a direct effect on customer satisfaction which has a positive and significant effect on customer's after-purchase behavior.

The present study investigated the effective factors on the process of market share increase among the branches of Bank Saderat given to the importance of market share in performance and profitability of banks. One-hundred twenty one employees were selected as the research sample among one-thousand one-hundred employees of the branches of Bank Saderat. The effect of eight factors on market share increase of Bank Saderat in Isfahan province was investigated. Results of statistical tests demonstrated the effect of these factors more than the average level. According to Dunkan test, these factors were classified into four major classes based on the highest to the lowest effect. These four classes include bank services-human factors, marketing-bank facilities-bank services, bank accessibility-technology-marketing and general factors-documentations and physical equipments-bank accessibility.

Nowadays, customer experience is considered as a critical factor in growth cycle of each business. These days only those organizations that their main focus is fulfilling customer's demands and desires with maximum quality can be succeed. The main purpose of this study is identifying and prioritizing critical success factors from perspective of bank's managers and experts. Considering these factors as key success factors can improve customer experience in banking services and help the banks to provide more favorable experience for customer .The statistical population consist of manager and customer of Refah bank in Isfahan city. Because the number of managers was limited census method has been used to select appropriate number of manager and expert. For data analyzing, Analytic Hierarchy Process (AHP) through pair-wise comparison of factors and sub-factors has been applied by using Expert Choice software. The results suggest that "behavioral experience" is the most important factor in designing customer experience. So, behavioral experience has the most influence on critical success factors at Refah bank. Cognitive aspect possesses the second priority and "affective experience" possesses the lowest priority among all the other factors. By calculating inconsistency rate of pair-wise comparison matrix, consistency of these factors is also acceptable. In addition, considering the result sub-criteria of "employees" and "service process" possess the first and second priority respectively between fourteen sub-criteria of critical success factors.