The Study of Customer Loyalty in Banking Industry in Terms of Customer Perceived Value and Relationship Quality (Case of study: Tehran branches of Saman bank)

In the present period in addition to attract customers, organizations are concerned to keep customer, developing of continual relationship and loyal customers. Relationship quality and perceived value are considered as the most effective concepts on customer loyalty. Accordingly, the present study has been aimed to assess the impact of perceived value and relationship quality on customer loyalty and its dimensions in the banking industry.
This research is a descriptive-survey study and a questionnaire was used to collect data. All customers of Saman Bank in Tehran metropolis was considered as a statistical population and a sample of 380 individuals were used for the study of the client. The structural equation modeling approach (SEM) and Confirmatory Factor Analysis (CFA) is used to analyze the data.
Research findings showed that relationship quality and perceived value have a positive significant effect on customer loyalty. In addition, it was found that two variables, customer perceived value and relationship quality, have a significant effect on customer loyalty dimensions.