Investigating the relationship between marketing mix of Parsian banking services and customer loyalty according to the mediating role of customer satisfaction
Abstract
Today, many economic sectors such as banking industry have understood the necessity of paying due attention to customers. Retaining and attracting customers is an important factor for the success and achievement of competitive advantage. The present study aimed to investigate the relationship between marketing mix of Parsian bank banking services and customer loyalty considering the mediating role of customer satisfaction. The research method in this study is quantitative-inductive. Findings are obtained with regard to the views of 388 customers of Parsian bank branches in Tehran. Data analysis is done using confirmatory factor analysis and process analysis of covariance structures (structural equation modeling). The results of this study indicate that the measurement tool is reliable and valid and the research model has a good fit. The marketing mix has a significant positive effect on customer loyalty through customer satisfaction both directly and indirectly.