Investigating factors affecting the loyalty of costumers: a case study at the Agricultural Bank of Illam Province

The present study assesses the factors affecting the loyalty of costumers of the Agricultural Bank at Illam Province of Iran.The assessment of the faithfulness of the costumers was conducted through using the well-known six-dimensional conceptual model by Yupan including: the factors related to costumers (costumers satisfaction, costumer's trust, and costumers’ loyalty plans) and factors associated with services (perceived value, the quality of services, brand reputation). All the managers, and employees of above-mentioned Bank comprised the population of this research and the data was collected through using questionnaires. To analyze the findings, the double sentence test was used and to prioritize, Friedman’s analysis of variance was employed. The findings suggest that all components of the study were effective. The results of Friedman’s test of variance analysis indicate that in terms ofthe factors related with costumers the highest rank belongs to trust whereas the lowest rank belongs to the faithfulness plans. Regarding the factors associated with services, the results reveal that the highest rank belongs to reputation and the lowest one relates to the quality of the services.