Satisfaction, Trust, Contractual Commitments, Long-Term Relationship, Bank Maskan of Ahwaz
Albonaeimi, Dr. Ebrahim
Tabatabaie, Seyed Abolghasem
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CC BY-NC-SA 4.0
Creative Commons License: https://creativecommons.org/licenses/by-nc-sa/4.0/
Nowadays, customer satisfaction and loyalty are deemed as essential criteria for determining the quality of service organizations, and the trend is rapidly increasing. The importance of customer’s long-term relationship is a phenomenon which refers to competitions at the international level. It is the most essential work for each bank industry to maintain its share in the market and keep its customers; hence in this essay we study the effect of customer satisfaction, trust and contractual obligations on long-term relationships of Bank Maskan’ customers of the city of Ahwaz. We utilized questionnaires to collect data for testing the 4 hypothesis of this study. The questionnaires have been distributed among 305 customers.In order to analyze the relationship between our variables we used AMOS software for path analysis and structural equation model analysis tests. The results show a positive and meaningful relationship between customer satisfaction, commitment and trust, and customer-bank long-term relationship.