Author/Authors :
Mohammadi، Rastegar نويسنده , , ghasmi، saadi نويسنده Department of management, Kermanshah branch, Islamic Azad University, Kermanshah, Iran , , naderi، aliasghar نويسنده Department of Management, Science and Research branch, Islamic Azad University, Kermanshah, Iran , , Arfai، Aziz نويسنده ,
Abstract :
Marketing in its evolution is in a stage that marketers are not just in the thought of finding new customers. Today, the goal of marketing is demand management through the growth of and pushing customers to maturity in the ladder of loyalty to the organization. Intense competition in the markets and understand the importance of customer retention for banks¸ especially private banks caused them gradually to create and maintain long-term relationships with customers. This research studies the effect of customer satisfaction and conflict management on customer loyalty in iran Mehr Bank. Eight hypotheses were proposed for this purpose, this research method is descriptive – correlational and specifically is based on structural equation model by using the AMOS software and the purpose is practical. Customers’ community is the Iran Mehr Bank in the city of Kermanshah, sampling is random, observations related to questionnaire and variables for each hypothesis were presented with a scale of 1 to 10. The results showed that between customer satisfaction and conflict management with customer loyalty there was a significant and positive correlation. Also, a regression model was fitted between the independent variable of satisfaction and the dependent variable of loyalty is meaningful and appropriate but between the independent variable of conflict between management and the dependent variable of customer loyalty is not appropriate.
