Social Media and Customer Loyalty: Evidence from Sepah Bank

The purpose of this study is to determine the role of social media on customer loyalty. In terms of purpose, the research is applied, in terms of method, descriptive and correlational, and in terms of data collection method, the research method is field. The statistical population of the present study consists of all employees of Sepah Bank in Ardabil province. They are equal to 144 people. Cochran's formula was used to determine the sample size and the sample size was 106 which were selected by quota stratified random sampling method. In order to collect the required data, Albert Karuna Loyalty Questionnaire (2002) and a social media researcher-made questionnaire based on Basirian Jahromi (2013) were used. SPSS software was used to analyze the data and multivariate regression coefficient was used to analyze the hypotheses. The results show that social media has effect on customer loyalty of Sepah Bank in Ardabil province .