Authors : Abdolali Keshtegar and Marziyeh Janabadi
Abstract: The current study aimed at identifying and prioritizing the strategies for attracting the customers in Saderat Bank of Zahedan City. The statistical population included all the managers of Saderat Banks branches in Zahedan who were 140. The sample size was calculated as 103 persons using Morgan table. The sampling method was simple random sampling. The measurement instrument included a researcher-made questionnaire with 24 items in Likert 5-scale. The questionnaire validity was affirmed by the experts, managers and then, the supervisory professors. In order to calculate the validity of the items, the Cronbach’s alpha was used and the value was calculated as 0.87 which is indicative of a proper validity. The SPSS19 was used for data analysis. The results of the current study indicate that: services’ quality is effective on the customer attracting in Zahedan City’s Saderat Bank. The lending appeal is effective on the customer attracting in Zahedan City’s Saderat Bank. Responsiveness is effective on the customer attracting in Zahedan City’s Saderat Bank. The customers’ satisfaction is effective on the customer attracting in Zahedan City’s Saderat Bank. Advertisement is effective on the customer attracting in Zahedan City’s Saderat Bank.
Abdolali Keshtegar and Marziyeh Janabadi, 2016. Identification and Prioritization of Strategies to Attract and ManageCustomer Loyalty in Different Clusters of Saderat Bank in Zahedan City. The Social Sciences, 11: 6340-6343.