Ranking the Effect of Services Marketing Mix Elements on the Loyalty of Customers by Using Topsis Method (Case Study: Saderat Bank Branches in Isfahan)

Abstract

Successful companies do not only pursue sale but they are seeking satisfactions of customers and their loyalty. This study aims to rank effect of services marketing mix elements on the customers' loyalty in the Saderat Bank. Method of this research is survey, causal‐comparative and domesticated questionnaire was used for gathering data which its validity was confirmed by experts and its reliability with Cronbach alpha 0.908. Statistical sample size was 384 loyal customers of Saderat Bank in Isfahan based on Cochrane formula and simple random sampling was used as sampling method. Findings showed that there is significant relationship in average level between physical factors and environmental factors including distribution of physical facilities and customer loyalty and the relationship between competence related factors including promotion of employees or customers' loyalty is strongly significant. Besides, there is significant relationship between services related factors including product, price, operation management and quality of services or customers' loyalty in moderate level. It is suggested that for attracting loyal customers, more attention should be paid to promotion which has very strong relationship with customers' loyalty. It is suggested that Saderat Bank increases the motivation of employers in providing careful and rapid services for improving productivity and services quality by providing suitable incentives.