Acceso usuarios
Seyyed Majid Mousavi, Abdollah Naami
Nowadays, it is always a good place to be searched by customers for doing their business and financial affairs and their decisions are constantly changing and comparing with various questions of themselves and the viewing and touching services and advertisements by banks in order to focus on financial and banking activities. Banks are attracting customers' satisfaction by providing effective and creative services and advertisements and focus their loyalty towards themselves. The effective factors on the effect of advertising on customer loyalty were tested and the mediator variable of brand preference was analyzed for a more in-depth study. A questionnaire was distributed among banking customers in Isfahan in order to test the hypotheses. The collected data were analyzed by path analysis model. Advertising and brand preference were identified as effective variables on customer loyalty to the bank. The Positive Role of the mediator variable of the brand preference on increasing brand loyalty was confirmed using the route analysis model, SmartPLS 3.2.10, the partial least squares method. According to the results of this study, although advertising can be introduced as an effective factor in relation with the effect of brand preference on brand loyalty, but the customers distinguish satisfaction with banking services and professionalism of the bank on its advertising. In this way, bank advertising in the long run can’t guarantee customers loyalty.
