Presenting a Model to Investigate the Factors Affecting CLV: A Case Study of Melli Bank Branches in Challus

Nowadays, the issue of how to communicate with customers and maintain the relationship with them for long is of utmost importance because it affects the durability and stability of companies in the competitive situation. In order to survive in the competition arena, banks need both to attract new customers and to keep their valuable customers. To do this, they first require a tool to identify their valuable customers. Customer lifetime value (CLV) is a tool that can make it possible for the banks. The aim of this study is to provide a model to investigate the factors affecting Melli bank’s CLV. The data were collected from 278 costumers of Melli bank branches in Challus. The effects of commitment multi-dimensional structure (including affective commitment and calculative commitment), loyalty (including attitudinal loyalty and behavioral loyalty), and the switching costs of CLV in Melli Bank were examined. Partial Least Squares (PLS) were used to analyze the data and test the proposed model. The results indicate the significant and positive effect of "emotional commitment", "calculative commitment", "behavioral loyalty" and "switching costs" on the CLV of Melli Bank. Finally, some recommendations are provided for future research.