A study on predictability of customer’s loyalty based on the components of chief’s cultural intelligence and employees job satisfaction in Shiraz Saderat Banks

Nowadays, one of the most important discussions in marketing is preservation of loyal customers. The study aims to predict customers loyalty based on the components of chiefs cultural intelligence and employees job satisfaction in Shiraz Saderat Banks. Participants consist of a large number of employees and customers of Saderat Bank Branches in Shiraz City. The research method is descriptive-correlation and data gathering tool is distributed questionnaires, after validity and reliability assessment, between members of research population .Data obtained from the questionnaires have been analyzed by SPSS software version 24, by using descriptive and inferential statistical methods. Results indicate that there is a significant correlation between chiefs’ cultural intelligence and customer loyalty. In addition, a significant correlation has been seen between employee’s job satisfaction and customer loyalty. After that, by a multivariable linear regression, it has been shown that chiefs’ cultural intelligence and employees’ job satisfaction can linearly predict the customer loyalty.