Investigating the affection of banking television advertising to attract and retain customers (Case study: Sepah Bank)

The aim of this study is investigating the affection of banking television advertising to attract and retain customers in Sepah Bank. Required information is adapted by the questionnaire based on research model and is responded by 388 Sepah Bank customers. The Pearson correlation is used to analyze data and reliability through Cronbach's alpha, which is 0.92 has been measured. The findings indicate a positive and direct relationship between banking television advertising and attention and engaging with the audience, watching ads totally, selection of banks services, purchase bank services and its repetition and the amount of audience participation.