Designing & Explanation of Service Loyalty Model (Study Domain: Private Banks)

Increasing competition, specially, in service sector causes more attention to retention of current and potential customer. In this situation, customer loyalty and diagnosis of factors influencing on loyalty have a great importance. In this paper, first, factors that influence on loyalty have been diagnozed and then the relationship between independent and independent variables were tested as a model. The presented service loyalty model has two levels and were tested between customers of Iranian private banks. In the first level, the model presented, include trust and commitment variables. These variables have a mediating role in building long term relationship in B2B context. In this research, positive effect of these variables on customer loyalty was supported in B2C context. In the second level, the presented model includes affective and cognitive variables. Some of these variables, that have more effect on formation of trust and commitment in service sector, have been identified. At the end, the researcher suggests some practical recommendation for enhancing customer loyalty to the CEOs and marketer and also some guidelines for future research in this domain.