Design strategic model of Effective Factors on Attraction and Retention of Premier Customers in Islamic Republic of Iran Banking Industry

Now with regard to the micro and macro command policy in Iranian banking industry, the service quality in many cases has been to customer oriented levels, so, banks will have to give the most attention to their customer’s needs, opinions and complaint related to their banking services and know that in banking affairs, the customer's voice is the voice that shaped its policies. As a result, the aim of this study was to develop a strategic model factors to attract customers sample. This study is a descriptive- correlation applied research which its data was collected by standard questionnaire. The research population was consist of sample customers in the banking industry of Iran which was included of 2650 people. To obtain this sample, two-stage cluster sampling was used. 2650 questionnaire distributed in the mentioned community that the 2500 questionnaire was returned and leaving aside the incomplete questionnaires, 2428 questionnaires were analyzed so the return rate of questionnaires was estimated as 91.6 percent. For the questionnaire data analysis, Kolmogorov-Smirnov test and structural equation model was used. Bank confidence was the most influential factor in attracting and keeping customers and samples. Service quality Perception, employee performance satisfaction, electronic banking satisfaction, internet banking image and perceived value, respectively, had minimal impact on attracting and retaining customer’s sample.