Authors : Fazli Safar and Abdolkarim Gayyem
Abstract: In the recent years, serious competition among bank and financial institutions can be seen about larger share of market. The purpose of the study is investigation factors affecting marketing strategies of bank services in order to respect customer loyalty and attract in bank Mellat. This study is a descriptive survey and survey instrument was a questionarie survey. The mentioned questionarie contains six elements as variables, physical, facilities, responsibility, confidence, sympathy, loyalty and attracting customers and 34 questions. Statistical society was all of the Bank Mellat personnel in Khorramshahr city and their customers. The sample size was determined based on Kerjesy and Morgan, so 103 persons from employees and 384 persons from customers were selected. After data collection for choosing type of correlation test, we used to examine contribution of data using Kolmogorov-Esmirov test whether they are contributed or not. According to the mentioned test the result of Kolmogorov-Simnrov test is not meaningful for any mentioned variables, so the variables are contributed normally. Thus, in order to examine the relation among variables we used pierson correlation parametic test. Data analysis was performed using SPSS Version 18. The results show that customers satisfaction, credit factors, physical features, response factors, reassuring factors and sympathy factors had significant effect on customer loyalty and attraction.
Fazli Safar and Abdolkarim Gayyem, 2016. Study of Factors Influencing the Choice of Marketing Strategies to Increase Loyalty and Attract Banking Customers Case Study: Bank Mellat of Khorramshahr, Southern of Iran. International Business Management, 10: 4478-4483.