Jamshid Salar - Assistant Professor, of Business Management, Department of Management, Economics and Accounting, Payame Noor University, P.O. Box: ۱۹۳۹۵-۳۶۹۷ Tehran-Iran,
Afsharinezhad Afsharinezhad - M.S.Student of Executive Management, Babol Payame Noor University,

While satisfaction, value, image, and credibility are commonly assumed to drive customer loyalty, there is nevertheless reason to question whether their effects vary across groups of consumers. This paper seeks to explore how individuals with contrasting need-for-cognition (NFC) levels differ in using memory-based information when forming behavioral intentions towards a current service provider. For conducting this research a questionnaire designed and distributed among 300 Mellat bank branches customers. Finally 221 questionnaires data were examined. For analyzing data SPSS 22 and LISREL 8.54 that both are structural equation modeling are used. The results of this study show that Satisfaction positively affects loyalty for high NFCs, but not for low NFCs. Image has positive effect for high NFCs. Value positively affects loyalty for low NFCs, but not for high NFCs. Credibility has a positive effect for low NFCs, but not for high NFCs. So NFC as a hidden factor has a significant role in creating customers loyalty intentions.

Customer loyalty, Need for cognition, Personality differences, Behavioral intentions, Iran;Ramsar