A Study on the Correlation between Customers’ Attitude toward New Services by the Banking System and Customers’ loyalty: A Case of Private Banks in Iran

Nowadays, success in market has been harder by increasing competition and customer’s information. In nowadays competitive market one of the important and useful methods of economic institutions, in order to attract customers and make them satisfied and loyal, is to provide new and qualified services. In service institutions whose basic activity is doing services, this is too prominent and important. Private banks are an example of these institutions. These banks try to do all their best to be ahead of the competition by the means of innovation in doing services and to guarantee their superiority in market at least for a short period of time. But one of the important points about doing new services is the customer’s view toward these services and the relationship between this view and their loyalty. This research has been done in order to consider this relationship and to shows that there is a strong, positive and meaningful correlation between customers’ view toward bank‘s new services and their loyalty to bank. It is necessary to mention that this article, in the point of strategy is to study the correlation and in the point of goal, is practical - descriptive.