*M.A, Public Administration, Department of Management, Khourasgan Branch, Islamic Azad University, Isfahan, Iran
**Assistant Professor in Management, Department of Management, Khourasgan Branch, Islamic Azad University, Isfahan, Iran
Online published on 30 September, 2013.
The purpose this study is to identify factors affecting customer loyalty to banks as one of the most important marketing activities. The population under study includes all customers of Melli Bank in Azarbaijan Sharghi Province in the first quarter of 2012. The sample sizewas calculated using Cochran formula, and random sampling was used to select the sample; therefore, 350 customers were chosen as the sample to be investigated. A researcher-developed questionnaire has been used to gather data. Independent samples t-test, ANOVA, Tukey, Pearson and some other tests have been performed in order to identify factors affecting bank customer loyalty. The results show that there is a significant and positive relationship between all these cases: customer satisfaction and customer loyalty, supplier switching costs and customer loyalty, customer commitment and customer loyalty, perceived quality and customer satisfaction, customer trust and customer commitment; there is also a significant difference between customer loyalty and customer education.
customer loyalty, supplier switching costs, customer commitment, perceived quality, customer satisfaction
