The Influence of Image from Banking Network on" Quality of Services-Satisfaction–Loyalty" Process in Karafarin Bank Customers Branches Provinces of Mazandaran and Golestan

Subject Areas : Jounal of Marketing Management

H. Mehrani ¹ , M. Yousefi ² , Sh. Keshavarzi ³

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Received: 2013-08-21 Accepted : 2013-08-21 Published : 2012-12-21

Keywords: Image, Quality of Services, Structural equation model )SEM, Karafarin Bank,

Abstract :

Mental Image creation is an essential tool for attracting and keeping customers, nowadays. In other words, creating Mental Image and Satisfaction are two dependent and associated processes. The main purpose of this study is survey of the relationship between customers’ Mental Image and the ‘‘Quality of Services (QoS)–Satisfaction–Loyalty’’ process for creating Customer Loyalty in a banking network. Statistical community of this study consisted of 384 randomly selected customers of five branches of Karafarin Bank in Mazandaran and Golestan provinces in order to collect data, first half of 1390, a field study based on an appropriate Questionnaire was performed. For  Analyzing and evaluating the conceptual model of the study, LISREL and PLSPM softwares were used. The results of the research showed that the relationship between the Bank customers’ Mental Images and the components of “Quality - Satisfaction- Customer loyalty” process is significant.