The Impact of quality service and Marketing relevance on Customer preservation of Iran Melli Bank by consideration of customer value and customer satisfaction

Recently, paying attention to the quality of provided services and the sort of relevant marketing would have remarkable effect on customer preservation in Banking industries and consequently would be caused to competitive advantages. The Iran Melli Bank is the biggest bank in Iran banking Industry which has the ۹۰ years of history, and attaining to competitive advantage has a vital role for this kind of bank. This research has been implemented by the goal of services quality effect recognition and marketing relevance impression on the process of customer preservation in Melli Bank. The research approach in the field of goal is considered as applying and in the field of method would be considered as Descriptive-Survey.The statistical population of the study is all the customers of the Melli Bank that have accounts in Tehran's city branches. The research model was evaluated with a sample of ۳۸۴ clients and analyzed by simple random sampling. An independent variable is the research of service quality and marketing relevance. The mediator variable is customer satisfaction, customer value and cost of disposing, and the dependent variable is customer preservation. Data were gathered by using a standard questionnaire. This information was analyzed in the LISREL software by applying structural equation modeling tests and confirmatory factor analysis according to ۱۴ research hypotheses. The results of the research show that the quality of service has a positive effect on customer satisfaction, customer value, cost of disposal and customer preservation in the Melli Bank. marketing relevance also has a positive effect on customer satisfaction, customer value, cost of disposal and customer preservation in the Melli Bank. The effect of mediator variables on research is positive and significant. According to the results, fourteen applications have been proposed to improve the quality of services and to develop marketing relevance actions in order to increase customer satisfaction, improve customer value, reduce cost of depreciation, and ultimately increase customer keeping rate in the Melli Bank.

Keywords:

Quality Services , Customer Satisfaction , Marketing relevance , disposal costs , customerpreservation , Melli-bank