The Effect of Relationship Banking On Customer Loyalty in Kermanshah City Melli Bank
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2013, Vol 6, Issue 9
Abstract
One of the aims of the relationship banking strategy has always been to establish a high level of customer loyalty. Management needs to realize the effects of customer loyalty on business growth and profits. The study will attempt to confirm the importance of building close relationships and measure the impact this has on customer loyalty. The main focus of present research is the effects of the relationship banking on customer loyalty in Kermanshah city Melli Bank. The statistical population is composed of the people sited above. Researcher – made questionnaires were used to collect the necessary data. The sources of data were taken out of 150 customers. Sampling was made by the method of cluster in year of 2012. This research studies the effects of six independent variables (service quality, perceived quality, satisfaction, commitment, trust, switching cost) on dependent variable, that is, the loyalty. To evaluate the given hypothesis, such tests as Kolmogorov -Smirnoff, kruskal walice, Mann-Whitney, wilcoxon and SPSS and Amos softwares were used. The results made statistically indicate that all variables are effective in establishing the customer loyalty.
Authors and Affiliations
Jalal Bashirafshar| Department of Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran, Ali Falahati| 0Associate professor of Economics University of Razi, Kermanshah, Iran, Mehrdad Ghanbari| Department of Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
Keywords
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