Identification and ranking of factors affecting customer loyalty – a case study: Mehre-e-Eghtesad bank customers

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.