Evaluation the effect of implementing clientele reverence plan in the loyalty level of bank customers
Subject Areas : مدیریتMohammad Taleghani 1 , Parvaneh Samouei 2
1 - Faculty of Management, Islamic Azad University, Rasht branch
2 - Msc graduate of Industrial engineering, Boualisina University of Hamedan
Keywords: clientele reverence plan, customer loyalty, account type, education level,
Abstract :
It stands to reason that customers are the principal element in the bank system. In fact, all activities are done only for their satisfaction and attraction. Hence, in competitive environment among banks, the only ones are successful that could acquire more customer allegiance. Thus, in the present study, the effects of implementing clientele reverence plan in the loyalty level of bank customers are evaluated. The purpose of present study are as follows: recognizing and making transparent the efficient functions of bank employees in the loyalty level of customers, recognition the relationship between the elements of clientele reverence plan and the loyalty level of bank customers, and how the elements of clientele reverence plan affect the loyalty level of customers. Causal comparison method from correlation research division is used in this study. Friedman and chi-squared tests are applied for the test hypotheses of this paper. In order to collect data, 120 questionnaires are distributed among the customers of Iran Melli Bank. The results showed that there was meaningful differences between two variable parts of clientele reverence plan in customer viewpoints. Furthermore, there was no meaningful relationships between implementing clientele reverence plan and customer allegiance in terms of two adjusting variables (i.e. account type and education level).
