Surveying Factors Influencing Customers Loyalty in Private Banks Based on Fast Response Organization`s Model
Subject Areas : Jounal of Marketing Management
A.
Zamani Moghaddam
1
()
K.
Lahiji
2
()
Keywords: Loyalty of customer, Service Quality, Reliability, flexibility, Fast response organization, Agile Organization, Image,
Abstract :
In this study, affecting factors on customer loyalty of Parsian Bank and EN Bank based organizations respond to rapid scale model based on service quality, reliability, speed of service, flexibility, innovation and also studied image and their influence on customers loyalty of these Banks in the six hypotheses analyzed and the level of customer loyalty was investigated. Population research, customers of the Bank Persians and EN Bank in Tehran based on sample stage cluster random is number of 270 customers of each bank. Based on data analysis of this research, all factors considered in the on customer loyalty of Parsian Bank and EN Bank was effective and factors of service quality, reliability, speed of service, flexibility, innovation and also studied image were the highest effect on customer loyalty. Also based on this study of samples studied, the reliability of service and image with customers in the Parsian Bank is than better of EN Bank, in other aspects these banks are almost similar conditions. According to research, though private banks in terms of service quality, reliability, speed of service are in good condition and largely have been successful to create the appropriate image in the mind of own customers, but the factors of flexibility and innovation are so important characteristics of organizations to respond quickly, in terms of their customers than other factors are at lower level. Therefore, more attention to use the innovation and flexibility in providing services, it seems necessary to reinforce the strengths and eliminate weaknesses of Private Bank based on these questionnaires; in this study recommendations are presented.