The Analysis of Perceived Value, Relationship Quality and Customer Loyalty in Banking Industry in Iran

Document Type : Research Paper

Authors

1 M.A in Commerce Management

2 Associate Professor, Tarbiat Modarres University

3 Professor, Tarbiat Modarres University

Abstract

At the present time in addition to attracting customers, organizations are concerned to keep customers, enjoy a continual relationship with them and make them loyal. Relationship quality and perceived value are considered as the most effective concepts on customer loyalty. Accordingly, the present study has been aimed to assess the impact of perceived value and relationship quality on customer loyalty and its dimensions in the banking industry. This research is a descriptive-survey study and a questionnaire was used to collect data. All customers of Saman Bankin Tehran metropolis were considered as a statistical population and a sample of 380 individuals were used for the study of the client. The structural equation modeling approach (SEM) and Confirmatory Factor Analysis (CFA) are used to analyze the data. Research findings showed that relationship quality and perceived value have a positive significant effect on customer loyalty. In addition, it was found that two variables, customer perceived value and relationship quality, have a significant effect on customer loyalty dimensions.

Keywords

References

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