ANALYSIS THE EFFECT OF PERCEPTION OF SERVICE QUALITY AND TRUST IN BANK ON ATTRACTING AND KEEPING KEY CUSTOMERS: MODERATING ROLE OF PERCEIVED VALUE

To keep their customers in the competitive world of nowadays, banks need to pay highest attention to demands, viewpoints, and complaint regarding the services of the banks. They must know that the customer’s voice is the guideline to set the policy of the bank. The present study is aimed to survey the factors effective in attracting and keeping key customers and to propose a model for servicing customers of Bank Ansar in city of Tehran. Study population was the key customers of Bank Ansar in the city of Tehran with sample group of 260 participants. The participants were selected through simple random sampling using Chokran’s formula. A standardized questionnaire that reliability of which was confirmed by Cronbach’s alpha was used for data gathering. Furthermore, library and field studies were carried out for data gathering. The study is an applied and developmental work concerning the goal and regarding the way of data gathering is a descriptive and correlational work. Inferential statistics such as Kolmogorov Smirnov (KS), conformity factor analysis, structural equations model (SEM) in SPSS and LISREL were used for data analyzing. The results indicated significant effect of perception of quality of bank services and the customer’s trust in the bank on attracting and keeping the customers. Moreover, the customer’s trust (sig = 4.97; standard deviation: 0.92) had the highest effect on attracting and keeping key customers of the bank under study. A moderating effect by the customer’s perceived value on the two relationships was also detected.

کلیدواژه ها:

Customer ، perceived value ، perception ، trust ، key customers