Ranking the Effect of Services Marketing Mix Elements on the Loyalty of Customers by Using Topsis Method (Case Study: Saderat Bank Branches in Isfahan)
Date
2018-02Author
Kord, Bagher
Zahra Vazifeh
Habibollah Salarzehi
Ehsan Namdar Joyami
Nahid Amrollahi Biuki
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Show full item recordAbstract
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.