Investigating the Impact of Customers 'Assets on Bank Customers' Loyalty Loyalty by Considering Emotional Mediator Variables (Case Study: Noor Credit Institution)

Moazzen, Davoud; Abedi, Hossein; Amoli, Mozhgan

Investigating the Impact of Customers 'Assets on Bank Customers' Loyalty Loyalty by Considering Emotional Mediator Variables (Case Study: Noor Credit Institution)

Document Type : Original Article

Authors

davoud moazzen

hossein abedi

mozhgan amoli

Abstract

For banks and financial institutions, it is important to pay attention to the phenomenon of reduced customer loyalty. Today's banks and financial institutions seek to identify and manage effective methods and patterns of creating and promoting customer loyalty. The implementation of customer equity drivers (CED) as a crucial marketing tactic to surge customer loyalty intentions is very important. Also, the significance of customer emotions as moderator between CED and customer loyalty intentions has been ignored by the previous studies. Therefore, this research aims to fill the gaps of previous researches in the field of customer loyalty of banks. In this study, considering customer emotions, as a mediator in the relationship between customer equity drivers and customer loyalty intentions, a structural equation model to explain the factors affecting customer loyalty intentions of Noor Credit Institution was presented. Sampling by random method is simple and the number of samples is 384. Partial least squares and hierarchical regression methods were used to analyze the research hypotheses. The results show that among the drivers of customer equity, value equity and relationship equity have a direct impact on customer loyalty intention. Negative emotions also have an adverse effect on customer loyalty. Finally, customer engagement has a direct effect on customer loyalty intention.

Keywords

Relationship marketing

loyalty

meta-analysis

relationship marketing foundations