Study of the Effect of Satisfaction and Trust on Customers Loyalty in Service Organizations (Case Study: Branches of Melli Bank in City of Arak)

The purpose of this paper is to examine the effect of Satisfaction and Trust on Customers Loyalty. Service quality as the key antecedent of customer satisfaction. The present research in terms of goal is an applied type and in terms of gathering information is a causal one. In this research, in order to gather information a field research method and a standardized questionnaire were used. The statistical population is customers Melli Bank in city of Arak that using the services provided by this bank. In order to conduct the research, sample size of 220 questionnaire were used. The reliability of the questionnaire was proved through Cronbach Alpha and the Validity of the questionnaire was proved by some of the experts of the statistical population. In order to process data, Lisrel software was used. The research results indicate that Satisfaction and trust have a positive effect on customer loyalty. Complaint handling also have a positive impact on satisfaction, trust and customers loyalty.