Investigating a Four_Stage Loyalty Model Through Customer Relationship Management Variables

The purpose of this paper is to examine the four stage loyalty model and investigate crucial factors that lead to customer loyalty in banking sector. The present study produced useful findings which can be utilized by Refah bank managers in their effort to develop and implement successful customer loyalty strategies. The questionnaire was formed by a synthesis of existing constructs in relevant literature. The research target sample consisted of Refah bank customers in Tehran. Reliability tests and statistical analyses were performed to confirm scale validity and reliability and to answer the research questions. Structural equation model was applied for this purpose. Statistical analyses revealed that, as Oliver (1997) believed, the hypothesized “cognitive-affective-conative-action loyalty sequence” is statistically significant. Also corporate image and customer satisfaction directly affected customer loyalty but no significant relationship between corporate image and trust and between trust and loyalty were observed. It is of great importance for managers to recognize the loyalty procedure and the factors affecting the way that  loyalty is formed. This is the first time that loyalty stages are examined in Iran and previous studies have not considered loyalty as a process.