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{*. .l--:),t7Ji,a1. ,. /L. sri4ee l-c*s. I i.:91!) ?23-234. stEage*t. gvadablc er Grcangsc,flft. C*tens. lss. h'danagerneiatci enceI- etters. S. ironepege: n-rr.GrowitqSciw.mm/msl. An empiraeal study to deterl{iise the cri€ical snecessfnctors on custamer re*ention: A c*se *udy.

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slide1

{*

.l--:),t7Ji,a1

,

/L

sri4ee l-c*s

I i.:91!) ?23-234

stEage*t

gvadablc er Grcangsc,flft

C*tens

lss

h'danagerneiatci enceI- etters

S

ironepege: n-rr.GrowitqSciw.mm/msl

An empiraeal study to deterl{iise the cri€ical snecessfnctors on custamer re*ention: A c*se *udy

of Xranian banking sector

Nede Jonehrt", EfassanJavanshir" and Sadsllah Ehrahim Nezh8db

"De1wtuent af lndw*'u! Ezgineering, IslamicAzd Univeaity, &uth Tehrm Brml4 Tehran'lrm

b

ifany. im

KdrE Brmch

aisffitg'

fsrmdcltad

lhpdtnent

€ Iredns&:idEt6{EduSt

AB$T R.A C T

A R T I C T E T NF O

One of the most ifi$ortant strategic issuesfor any enterprise is to creale

Articlehknry:

Rwiweil30 Agmt 2$10

and deliver superior valtre for its custonners and provide enougtr

Rmiwd fu lerdeedfo{m

evidences to convince them not to choose another competitive. In this

16 Nownber 2010

Amefled 18 Noveote20l0

study, we sfirdy the effects of customer value, custos$ersatisfaction and

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indicate that all

customsr loyalty on customer retentioL The res'utrts

l9Nqwmber 20fO

Keywq&:

aspectsof the customer value have positive relationships with customcr

walue

Crtstomer

satisfaction but only €tnotional value has a positivc md direct

stiEfr€ria

Custom€f,

CustoGlo]'altJr

relationship with customer loyalty. The sfirdy con-firms that while none

Cugtomer

retenlim

of customer value aspects has direct md positive relationship with

Bankingindxtry

customer retention, both customer satisfaction and cusbomer loyalty

positively and directly affect customer retention.

scigE

Ltd. All rishb

Grcwiry

O 20!l

'lsfled

1. Introduction

Banking s€ctoris one of fte most competitiveindushiessincebmks not onty competewi& each

other br6 alsowi& der financial instihilids (Kaynak& Krnrkemiroglu, 1992;Hull, 2002). Most

bankshavesimilr poducb andservices only betbr quality productwith lower price could be a

and

bEnk&om its cmpetitors Therefue, maintainingtb maftet $are

cme

goodmeasure distinguish

to

Dffertnt studieshave shown &at

ptays an imporhnt role on achievingcompetitivoadvmtnges.

thnnaffiing IEw cuffiers (Hesket et al., 1990)-As

cusmer tetentionis up to ten timesc,heryer

a result, one may suggpst spendmore of a busite{s resowces keeping&e existing cusbmers

m

to

of acquiringcn$orers b replaceths who

ra$er than trying b afirst new otns- Theexpendinues

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