Investigating the Impact of Customers 'Assets on Bank Customers' Loyalty Loyalty by Considering Emotional Mediator Variables (Case Study: Noor Credit Institution)

For banks and financial institutions, it is important to pay attention to the phenomenon of reduced customer loyalty. Today's banks and financial institutions seek to identify and manage effective methods and patterns of creating andpromoting customer loyalty. The implementation of customer equity drivers (CED) as a crucial marketing tactic to surgecustomer loyalty intentions is very important. Also,the significance of customer emotionsas moderator between CED and customer loyalty intentionshas been ignored by the previous studies.Therefore, this research aims to fill the gaps of previous researchesin the field of customer loyalty of banks. In this study, considering customer emotions, as a mediator in the relationship between customer equity drivers and customer loyalty intentions, a structural equation model to explain the factors affecting customer loyalty intentions of Noor Credit Institution was presented. Sampling by random method is simple and the number of samples is 483. Partial least squares and hierarchical regression methods were used to analyze the research hypotheses. The results show that among the drivers of customer equity, value equity and relationship equity have a direct impact on customer loyalty intention. Negative emotions also have an adverse effect on customer loyalty. Finally, customer engagement has a direct effect on customer loyalty intention.