An Investigation on the Interrelationship of Marketing Strategy and Customers’ Loyalty (A Case Study of Maskan Bank in Kermanshah)

In today's competitive world, companies are competing for customer attention and their royalty is regarded as the main factor of achieving competitive advantages. When competition is intensified on finding customer, companies do not need to attract fresh customers but turn their attention back to keep old customers and make firm connections with them. This research is aimed at studying the effects of marketing on Maskan Bank client royalty. This is an applied and survey research in terms of purpose and methodology. A two part questionnaire (12 and 44 questions) was developed by the researcher and distributed among the sample population when he was assured of its validity and reliability. The statistical population includes 120 people selected by stratified sampling method from clients of Maskan Bank in Kermanshah Province. The results were checked by SPSS and LISREL. Research findings revealed the positive effects of marketing strategy on customer royalty and show that variables such as marketing strategy, quality of communication and values perceived by customers have promising influences on customer reliability.