بررسی عوامل موثر بر وفاداری مشتری (مطالعه موردی بانک تجارت شیراز)

This article is testing ten hypotheses with the aim of studying the effective factors on customer loyalty in Tejarat Bank. Statistical community of this research includes permanent customers of Shiraz Tejarat Bank Branches in first half of 1388 196 persons were selected through indefinite society formula and based on pilot studies as the sample. Collecting data was done by questionnaire with stratified sampling method. In the questionnaires, bank customers were asked to determine their opinions about the rate of their coordination with Tejarat Bank based on six criteria of perceived service quality, perceived value, customer satisfaction, customers' image, his/her commitment and trust. Also, in this questionnaire, the rate of customer loyalty was tested through some questions. On the average, the results emphasize existence of acceptable level of coordination between effective factors on customer loyalty and regarding these results, acceptable ideas have been obtained about customer loyalty.