مجله علمی-تحقیقی فراه

چکیده

The purpose of this research is to investigate the effect of satisfaction on customer loyalty of Azizi Bank, Nimruz branch. This research is practical in terms of purpose and descriptive in terms of method. Primary data was collected through a questionnaire and analyzed by SPSS program. Cronbach’s alpha has been received 0.92 by SPSS program. It shows a strong reliability of the research tool. The validity of the questionnaire has been confirmed by a number of experts in the field of economics. 380 customers of Azizi Bank were randomly selected for this research. The results show that the variables of satisfaction with employees, satisfaction with the physical environment, satisfaction with digital banking, satisfaction with call center and satisfaction with security have a positive and significant effect on the level of loyalty of Azizi Bank customers. The results show that satisfaction with security has the greatest impact 0.542 and satisfaction with the physical environment has the least impact 0.333 on customer loyalty.