Customer-orientation Development Modeling on (Satisfaction, Commitment, Customer Retention)

The main purpose of this study is to evaluate the effect of staffs' customer orientation on customer satisfaction, commitment and retention. For this aim, the model of customer orientation of service staff, offered by Thurau (2004) was combined with customer orientation model of Donavan & Hoctt (2001) and a new model was devised for Mellat Banks of North West of Iran. The trend of this research is applied, its approach is inductive, its strategy is causative, its methodology is order detection and its time period is single-pointed. A sample of 242 people was chosen and studied in a cluster manner. According to the results of model analysis, the positive and significant effect of customer orientation on customer’s commitment, satisfaction, and retention can be ratified.

Keywords:

customers orientation , customer satisfaction , Banking industry , Lisrel Software