Analysis and Grading of Influential Factors on Customer Satisfactions of City Bank from Services and Loyalty to the Brand (Case Study: City Bank Tehran Branch)

This study analyzes and grades influential factors on customers’ satisfaction of city bank from services and relationship between their relationship to loyalty to the brand (case study: city bank Tehran Branch).conceptual model of this study is composed of 7 variables. These dimensions are: perceptual values of personnel services, perceptual value of equipment and physical possibilities, perceptual value of services, perceptual value of assessing services, perceptual value of the cost of services, perceptual value of promotions, and perceptual value of the process of offering services. This descriptive research is a correlative study. Population of this study is the entire customers of City Bank that from among this population 350 individuals were selected using Kokran Formula as sample. Analyzing the results showed that there is a significant relationship between perceptual values of mixed marketing factors and customers’ satisfaction. In addition, there is a significant relationship between customers’ satisfaction from banking services and their loyalty to baking brands. Also, from among mixed marketing variables the highest priority is given to the variable of perceptual value of personnel services with mean rate of 6.23 and perceptual value of the process of offering services has the lowest rate of mean that is 1.48.