The Model of Attracting and Preserving of Strategic Customer in Banking System

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DEHGHAN NABIALAH; GHOLAMI MAHMOOD; MANSOURI MOHSEN

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Paper Information

Journal: JOURNAL OF STRATEGIC MANAGEMENT STUDIES Year:2016 | Volume:7 | Issue:27 Page(s): 125-151

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Title

The Model of Attracting and Preserving of Strategic Customer in Banking System

Author(s)

DEHGHAN NABIALAH | GHOLAMI MAHMOOD | MANSOURI MOHSEN | Issue Writer Certificate

Keywords

Relationship MarketingQ2

Services QualityQ2

Strategic CustomersQ1

Attracting and PreservingQ1

SatisfactionQ1

Ansar BankQ1

Abstract

The main question in the present study is that what is the suitable model for attracting and preserving of strategic Customer in banking system (case study: Ansar Bank)? The present research in base on the result of research is an applied-developmental study and based on the research goals is explaining study, that we collect and analyzed data by survey and correlation method, orderly. The statistical populations are all strategic customers of Ansar Bank in Tehran. According to Krejcie & Morgan’ s table, we selected 335 people as the samples by purposeful sampling method. Also, we interviewed with all managers in Anasr Bank about 76 people. The main tools for data gathering are questionnaires and half-structured interview. The results show that the reliability of the Ansar’ s bank does not have a direct impact on attracting of the strategic customers. But also, Competency of the personnel, marketing relationship, responsible staffs and empathy has direct effect on attracting strategic customers. Also, customizing services, validity, assurance and accessibility to services have reverse effect attracting strategic customers. As well as, the results indicate that the competency of the personnel, marketing relationship, responsible staffs, customizing services, validity, assurance and accessibility to services have indirect effect on preserving strategic customers. By the way, customizing the services has a reverse effect on preserving strategic customers in Ansar Bank.

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APA: Copy

DEHGHAN, NABIALAH, GHOLAMI, MAHMOOD, & MANSOURI, MOHSEN. (2016). The Model of Attracting and Preserving of Strategic Customer in Banking System. JOURNAL OF STRATEGIC MANAGEMENT STUDIES, 7(27 ), 125-151. SID. https://sid.ir/paper/181663/en

Vancouver: Copy

DEHGHAN NABIALAH, GHOLAMI MAHMOOD, MANSOURI MOHSEN. The Model of Attracting and Preserving of Strategic Customer in Banking System. JOURNAL OF STRATEGIC MANAGEMENT STUDIES[Internet]. 2016;7(27 ):125-151. Available from: https://sid.ir/paper/181663/en

IEEE: Copy

NABIALAH DEHGHAN, MAHMOOD GHOLAMI, and MOHSEN MANSOURI, “The Model of Attracting and Preserving of Strategic Customer in Banking System,” JOURNAL OF STRATEGIC MANAGEMENT STUDIES, vol. 7, no. 27 , pp. 125–151, 2016, [Online]. Available: https://sid.ir/paper/181663/en

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