Paper Information

Title: 

DESIGNING AND EXPLANATION OF CUSTOMER LOYALTY MODEL IN BANKING INDUSTRY (CASE STUDY: IRANIAN BANKS)

Type: POSTER
Author(s): TABATABAEI NASAB SEYED MOHAMMAD*
 
 *FACULTY OF ECONOMY, MANAGEMENT AND ACCOUNTING, UNIVERSITY OF YAZD
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

Increasing competition specially in service sector cause more attention to retention of current and potential customer. In this situation customer loyalty and diagnosis of factors influencing on loyalty have a great important. In this paper at first factors that influence on loyalty have been diagnosis and then the relationship between independent and independent variable were tested as a model. The presented service loyalty model has two levels and tested between customers of Iranian banks. At the first level presented model include trust and commitment variables. These variables have a mediating role in building long term relationship in B2B context. In this research, Positive effect of these variables on customer loyalty was supported in B2C context. In the second level the presented model includes affective and cognitive variables. Some of These variables, that have more effect on formation of trust and commitment in Bank services, have been identified. At the end, this paper suggests some practical recommendation for enhancing customer loyalty to the CEOs and marketers and some guidelines for future researches.

 
Keyword(s): CUSTOMER LOYALTY, COMMITMENT, TRUST, AFFECTIVE PROCESS, COGNITIVE PROCESS
 
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