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1. {* .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 Available mline 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 * Cmamiliry sihc T* +984 12.501-l9tl $- tso.tri) ieih20go@yifo.od Eailril&m: t tt Alklh rfftc(L o 20U Cffii{i *iG ak* l0j26r6sdJ0lo.tzooa