A model of customer loyalty in the retail banking market

By Hadi Hajiyan, A. Aminbeidokhti, Hadi Hemmatian. 2017

219 citations recorded by the source corpus.

Article history: Received December 5, 2015 Received in revised format February 16 2016 Accepted August 14 2016 Available online August 15 2016 During the past two decades, there has been growing trend in Iranian banking industry due to change in banking regulations. Private sector has grown rapidly and there have been several new banks on the market, which has created very competitive market. Therefore, customer loyalty is the key factor for running a successful banking business and customer relationship management (CRM) appears to be important for the success in this industry. The primary objective of this paper is to investigate the relationship between CRM and customer loyalty in one of the oldest Iranian banks named Bank Melli Iran. The proposed study prepares a questionnaire in Likert scale and distributes it among some regular customers of this bank. The preliminary results of this survey have indicated that consumer’s gender, age and educational background had no meaningful impact on quality of services. In other words, people with different personal characteristics expect the same quality of services from banking industry and there is a positive and meaningful relationship between quality of services and customer loyalty. Growing Science Ltd. All rights reserved. 7 © 201

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/12cbb9a5b6dd2e3060294a36a94bdbb4c55cef41

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In Marketing

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In Organizational Behavior and Human Resource Management

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In Strategy and Management

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