A study on predictability of customer’s loyalty based on the components of chief’s cultural intelligence and employees job satisfaction in Shiraz Saderat Banks

Nowadays, one of the most important discussions in marketing is preservation of loyal customers. This study aims to predict customers loyalty based on the components of chiefs cultural intelligence and employees job satisfaction in Shiraz Saderat Banks. Research population consists of a large number of employees and customers of the branches of Saderat Bank City Shiraz. The research method is descriptive-correlation and data gathering tool isdistributed questionnaires, after validity and reliability assessment, between members of research population. Data obtained from the questionnaires have been analyzed by SPSS software version 24, by using descriptive and inferentialstatistical methods. Results indicate that there is a significant correlation between chiefs’ cultural intelligence and customer loyalty. In addition, a significant correlation between employee’s job satisfaction and customer loyalty have been seen. After that, by a multivariable linear regression, it has been shown that chief’s’ cultural intelligence and employees’ job satisfaction can linearly predict the customer loyalty

Keywords:

cultural intelligence , job satisfaction , customer loyalty , Saderat Bank of Shiraz