Identification and Assessment of Banking Services and the Factors Influencing Customer Loyalty (Case Study of Northwest Bank of Tejarat Branches in Tehran)

ABSTRACT: The most important factor to maintain and grow an organization is the customers. If an organization is successful in gaining customer satisfaction and loyalty, and then it would be able to maintain them, as a result, their field of long-term survival and growth will be provided. Researchers have shown that when a customerʹs relationship with a company continues, profits to rise sharply. However, the special attention to the concept of customer loyalty in marketing issues has past several decades; design, description and experimental validation of sustainable model of loyalty in the banking industry, especially in Iran has been considered little attention. This paper aims to identify and assess the bank services and its impact on customersʹ loyalty in Tejarat Bank. This study is a descriptive-survey that Tejarat Bank customers who make up the statistical population. Using a non-random judgmental sampling of 96 customers was considered as the sample size. The questionnaire is the main tool for data collection. Using Analytical Hierarchy Process (AHP) and comparison of mean importance of each factor through the customer loyalty leads to the results that indicate a significant relationship between employeesʹ competency, service, and physical-environmental quality banking services with the loyalty of Tejaratʹs customers.