Designing a Two-Dimensional Model of Customer Loyalty (Qualitative Approach Based on Grounded Theory)

Subject Areas : Strategic Management Researches

mahboube nouri nasab ¹ (PhD student, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
seyed kamran nour bakhsh ² (Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
farideh hagh shenas kashani ³ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)

Received: 2022-09-22 Accepted : 2023-04-26 Published : 2023-09-21

Keywords: behavior, Attitude, loyalty, Dedication Factors, Constraint Factors,

Abstract :

Objective: In today's competitive market, gaining a suitable position and making customers loyal is of great importance, and since maintaining customers is more important than acquiring new customers, and creating value for customers is an important factor for retaining customers, Therefore, the present study seeks to identify effective factors to make customers loyal to electronic banking services, and providing a model in this field can open the way for businesses that seek to make customers loyal. Methodology: To explain the model, the present study has used Grounded theory with Strauss and Corbin's approach. In this regard, semi-structured interviews were conducted with 19 experts who were selected by non-probability and purposeful sampling. Findings: The results were presented in the form of six components of the paradigm model. Customer loyalty as the axial phenomenon of identification and its relationship with other factors including causal conditions (trust, perceived value, service quality, involvement, confirmation, comparative advantage, satisfaction, commitment, inertia and switching cost), contextual conditions (society pressure), intervening conditions (environmental factor), strategy (customer orientation) and finally the result (advocate) were revealed. Conclusion: Based on the analysis of qualitative results, bank managers can provide a suitable platform for achieving organizational excellence by implementing and correctly implementing the factors affecting customer loyalty in electronic banking.

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