Presenting a Customer Retention Model from an Interactive Marketing Perspective in the Banking Industry (Case Study of Tejarat Bank, Tehran Province)

The purpose of this study is to present a model of customer retention from an interactive marketing perspective in the banking industry (studied by Tejarat Bank of Tehran Province). The research community is the managers and employees of Tejarat Bank in Tehran province. The research is of applied type and has been evaluated qualitatively-quantitatively. The components have been identified through the research literature and we have used the Delphi technique to screen the components. The Delphi technique has been performed in 3 rounds by experts working in Tejarat Bank. In the second step, we have used the DEMATEL technique to identify and prioritize effective criteria. The results of the research indicate that in the first step, according to the Delphi technique in the customer retention model from the perspective of interactive marketing, 5 main criteria and 19 sub-criteria have been approved by experts. In the second step of the DEMATEL technique, the components are examined at two levels of the main criterion and the sub-criterion. At the level of the main criterion, the image criterion of the bank and electronic services are the cause (net effect). The criteria are the perceived personality of the organization and the reliability and quality of services for the disabled (net affected). At the following level, the criteria, politeness and humility of the staff have the most impact. The responsiveness of the branch staff is also in the second place in terms of effectiveness.