Studying the relationship between using credit card and customer loyalty (A Case Study: Parsian Bank in Khorramabaad)

The present research is going to focus on the outcomes resulted from appropriating credit cards to the customers. And it is intended to investigate the viewpoints of customers about credit card service. Also we want to recognize positive and negative effects caused resulting from using credit cards. And finally our aim is to measure the positive effects of issuing credit card on Parsian Bank customers' loyalty. Nowadays, the managers in private banks such as Parsian bank have concentrated on giving credit cards. Thus, we should find out what are the effects of the credit cards issued on customers' loyalty and identify the future policy makings about in by using the results of the present research. The present research is descriptive and measuring and it deals with correlation. Also it is going to study the customers' perspectives by using questionnaires in order to question a random number of customers about credit card phenomenon. On the other hand, the relationship between credit card delivery and the effective factors of customers' loyalty mentioned in Wong & Sohal's model will be studied. Regarding the studies carried out in the field we concluded that the quality of credit card service has an approved relationship with loyalty to the bank, but the different dimensions of credit card service such as reliability, responsiveness, sympathy and tangibles features were not approved and only the relationship between the capability of creating trust and loyalty to the staff was approved and this is due to the policy makings of the bank based on permanent transpositions of the staffs. We can try to smoothen having loyal customers by increasing reliability (performing the commitments accurately and acceptably) and sympathy (taking care and noticing the customers specifically) in behaviors of the staff and their ability in creating trust in customers for credit card service

کلیدواژه ها:

credit card ، debit card ، customer satisfaction ، customer loyalty