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European Journal of Management and Marketing Studies ISSN: 2501 - 9988 ISSN-L: 2501 - 9988 Available on-line at: http://www.oapub.org/soc Volume 2 │ Issue 1 │ 2017 doi: 10.5281/zenodo.806835 STUDY OF IDENTIFYING AND PRIORITIZING THE AFFECTING FACTORS ON BANK BRAND CUSTOMER LOYALTY Zahra Aliyari1, Yosef Beygzadeh2i 1 Department of Management, Shahindej branch, Islamic Azad University, Shahindej, Iran Department of Management, Bonab branch, 2 Islamic Azad University, Bonab, Iran Abstract: Today, customer loyalty is the key to business success. By increased customers’ loyalty, market share and profitability level of enterprises will rise. Market perception along with planning and adopting appropriate strategies for making customers loyal and enhancing their rate of loyalty leads to long-term benefits for the enterprises. Given the importance of the issue, the goal of this study was to identify and prioritize the factors affecting loyalty to a banking brand from perspective of Keshavarzi (Agricultural) Bank customers in Shahin Dej, Iran. This was an applied research based on a survey approach. The statistical population incorporated all Keshavarzi Bank customers of Shahin Dej in 2017, and given the limitation of the research population, only 382 people were selected as the sample. The results suggested that customer satisfaction, transfer cost, and organizational image affected the loyalty of Keshavarzi Bank customers. Furthermore, customer satisfaction impacted the organizational image, service quality impacted customer satisfaction, and service quality exerted an effect on the perceived value. JEL: G21, M10, M20 Keywords: customer loyalty, corporation image, switching cost, perceived value Copyright © The Author(s). All Rights Reserved. © 2015 – 2017 Open Access Publishing Group 99 Zahra Aliyari, Yosef Beygzadeh STUDY OF IDENTIFYING AND PRIORITIZING THE AFFECTING FACTORS ON BANK BRAND CUSTOMER LOYALTY For downloading the full article, please access the following link: http://oapub.org/soc/index.php/EJMMS/article/view/116 European Journal of Management and Marketing Studies - Volume 2 │ Issue 1 │ 2017 100