Abstract
Customer loyalty has two meanings: long-term and short-term loyalty. Customers with long-term loyalty do not easily switch to other service providers, while customers with short-term loyalty defect more easily when offered a perceived better alternative. With regard to the importance of customers in banking industry, this research explores how relationship quality and commitment and mental image influence long-term loyalty. Relationship quality consists of two aspects: satisfaction and trust. So, along with how the above mentioned variables from loyalty in a bank environment, the managers of the branches of private banks are given the chance to design and perform effective and proper strategies leading to customer loyalty. The statistical populations of the research are the customers of private banks and the data was collected using the questionnaire and also the data has been analyzed using SPSS software. The results of the research show the positive effect of the abovementioned variables on loyalty.
Highlights
Customer loyalty is important to banks and service firms because customer defections “can have more to doHow to cite this paper: Rahmani-Nejad, L., et al (2014) Service Quality, Relationship Quality and Customer Loyalty (Case Study: Banking Industry in Iran)
In a later article they added that: “ the relative importance of the categories would vary from one service industry to the we believe the determinants of service quality in most consumer service industries are included in this list.”
The Conceptual Model of the Research In this research, a model that investigates the effects of relationship quality and mental image and commitment on customer loyalty.Both relational qualities, including satisfaction and trust and mental image and commitment have significant effects on customer loyalty (Figure 1)
Summary
Customer loyalty is important to banks and service firms because customer defections “can have more to do. Traditional banks, according to the principals of Relationship Marketing that consider the customers loyalty as its main goal, are going to be changed in to customer-based ones. In such dynamic setting, producing & setting strategies, which result in making customers loyal, is so important [1]. Trust and satisfaction both are related to both behavioral and attitudinal loyalty. Additional work by [3], finds that perceptions of commitment can lead to word-of-mouth communication, an aspect of attitudinal loyalty, and can result in future purchase intentions, an aspect of behavioral loyalty [4]
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