A model of customer loyalty in the retail banking market

It is commonly known that there is a positive relationship between customer loyalty and bank's profitability. So, customer loyalty is significantly crucial in the retail bank's success, and satisfaction, value, image, and credibility are assumed to drive customer loyalty. The main purpose of this study is to explore the effects of these variables on customer loyalty. For conducting this research, a questionnaire designed and distributed among 300 Mellat bank branches customers in north of Iran. Finally, 221 questionnaires data were examined. For analyzing data SPSS 22 and LISREL 8.54 that both are structural equation modeling were used. The results of this study revealed that these variables are important to the customer loyalty, and among these variables satisfaction has the most effect and image has the least effect on customer loyalty

Keywords:

Customer loyalty , Satisfaction , Perceived value , Image , Credibility