IDENTIFICATION AND PRIORITIZATION OF FACTORS AFFECTING CUSTOMER SATISFACTION AND THEIR RELATION WITH LOYALTY IN BRANCHES OF EGHTESAD NOVIN BANK THROUGHOUT TEHRAN

Abstract

Today, customer loyalty is recognized as a major factor in business success. It is significantly more important than customer satisfaction. However, the literate indicated that it is implicatively related to customer satisfaction. Thus, the current descriptive applied research is intended to introduce the new factors influencing on customers’ satisfaction. A survey method is used to do this. 400 questionnaires were randomly distributed among the customers in the branches of Eghtesad Novin bank across the city of Tehran. The collected data was analyzed by fitting structural equation modeling. It was found that four factors including service availability, information, doing correct banking services and responding to customers’ expectations influence of customer satisfaction. A comparison of the coefficients of standardizes effect foo the variables showed that availability of services highly influences on customer loyalty. And the relation has been evaluated as positive.