The Relationship Continuity Model and Customer Loyalty in the Banking Industry: A Case Study of the Maskan Bank of Iran

摘要

This article examines the impact of several relationship continuity factors (trust, satisfaction, reliability, conflict resolution, and commitment) on customer loyalty in the banking industry. Based on a sample drawn from customers of an Iranian banking firm, a hierarchical regression model suggests that the relationship continuity factors studied are each positively related to customer loyalty and that conflict resolution, satisfaction, trust, and reliability, respectively, have the greatest effects on loyalty. The findings imply that banks should emphasize relationship continuity factors in their marketing operations in an effort to solidify long-term customer relationships and to better position their firm in customers' minds.