Identification and ranking of factors affecting customer loyalty – a case study: Mehre-e-Eghtesad bank customers
by Ali Nazeri; Mohsen Ebrahimi; Rahman Soofifard
International Journal of Services and Operations Management (IJSOM), Vol. 35, No. 3, 2020

Abstract: One of the most important changes in the business is changes in the values provided for customers. Customers' satisfaction is not enough for them to remain the same bank's customers and we should also ensure their loyalty in addition to the satisfaction. Therefore the aim of this study is to identify and rank factors affecting customer loyalty of Mehre-e-eghtesad bank. The research population is clients of all the branches of Mehre-e-eghtesad bank. Sample size was estimated by Cochran method and simple random sampling was used. Structural equation modelling includes confirmatory factor analysis and path analysis were used for analysing the data. Conclusions confirmed that all assumptions of the research are true. It was concluded that variables including costs of switching, satisfaction, perceived quality, commitment, trust, credibility, reputation, brand, and physical facilities, quality of service, communication, advertising, e-banking, staff and price have positive impact on the customer loyalty of Mehre-e-eghtesad bank.

Online publication date: Wed, 26-Feb-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Services and Operations Management (IJSOM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com