Authors : Seyed Najmeddin Mousavi, Hojjatollah Vahdati and Maryam Haraghi
Abstract: In today’s competitive world, customers are the main focus of attention and their loyalty is the main factor in gaining competitive advantage of organizations. In today’s business world, customer relationship management is one of the most basic strategies for preserving customer, especially, more profitable customers. The purpose of this study is to investigate the factors affecting customer loyalty and the effectiveness of each of these factors. For this purpose, a questionnaire was developed and then it was distributed among a number of customers of Maskan banks of Bushehr. Data were analyzed in terms of path analysis, using structural equation modeling approach. This research is the kind of applied research and it is descriptive in terms of research practices. The findings show that the quality of services, critical success factors and the trust of customers, respectively have the most positive effects on customer loyalty. In addition, the findings show that the variables, reliability and quality of service play a mediating role in relation to the critical success factors and loyalty and also have a positive impact on loyalty.
Seyed Najmeddin Mousavi, Hojjatollah Vahdati and Maryam Haraghi, 2016. Evaluation of the Impact of Critical Success Factors on Loyalty, Trust and Quality of Service as the Role of Mediator (Case Study Maskan Banks of Bushehr). International Business Management, 10: 1270-1279.