The Study of Effective Factors on Real and Legal Depositors Loyalty Considering Role of Mediator Variables of Customer Satisfaction, Reliance, Commitment and Confidence (Case Study: Maskan Bank)

Abstract

The aim of conducting this study is to study real and legal depositors loyalty and effective factors on it including tangibility, empathy, responsiveness, customizing, customer complaints, reliance, customer satisfaction, commitment and confidence in Maskan bank branches in Tehran. In this study, considering the aim of the study and using and Taylor models and Norway and America Customer satisfaction evaluation a model was presented. Statistical population in this paper were used from management of west branches of Tehran, management of central branches of Tehran, management of east branches of Tehran and independent central branches of Tehran. 384 mamangers were selected based on simple random sampling. By data collection relevant to model variables, it is possible through the research survey instruments by using Exploratory factor analysis  (EFA) methods to reduce a large number of interdependent variables into a smaller number of latent variables. Effect of tangibility role on reliance is of this research outcomes meaning that the more tangible the rendered services are, the more reliance is achieved. Also, increasing empathy when providing services to clients can increase the trust of our customers.