<span lang="EN">Assessing the Impact of Reward Programs, Service Quality, and Digital Banking Services on Customer Loyalty

Purpose: Customer loyalty is recognized as a critical component of banking success. This study aims to evaluate the impact of three key factors—customer reward programs, service quality, and digital banking services—on customer loyalty at Bank Melli Iran.Methodology: This applied research employed a descriptive-survey design. The statistical population comprised Bank Melli customers, with a sample size of ۳۸۴ determined by Cochran's formula. Data were collected using a ۲۵-item questionnaire, whose face and content validity were confirmed by expert review and construct validity through confirmatory factor analysis. Reliability was assessed via Cronbach's alpha. Data analysis was performed using SPSS (descriptive statistics) and Smart PLS (structural equation modeling).Findings: Results indicated that all three factors—customer reward programs (t = ۱۰.۵۴۳; β = ۰.۴۷۲), service quality (t = ۳.۴۰۳; β = ۰.۱۷۵), and digital banking services (t = ۴.۳۴۲; β = ۰.۲۲۸)—have positive and significant effects on customer loyalty.Conclusion: Banks can enhance customer loyalty by extending reward programs to digital customers, improving service quality dimensions, and developing user-friendly digital banking services.

کلیدواژه ها:

customer loyalty ، Reward Programs ، Service Quality ، Digital Banking ، Bank Melli