The primary objective of this paper is to investigate the relationship between CRM and customer loyalty in one of the oldest Iranian banks named Bank Melli Iran. The proposed study prepares a questionnaire in Likert scale and distributes it among some regular customers of this bank. | A model of customer loyalty in the retail banking market Accounting 3 2017 95 100 Contents lists available at GrowingScience Accounting homepage ac A model of customer loyalty in the retail banking market Hadi Hajiyana Ali Akbar Aminbeidokhtib and Hadi Hemmatiana a Department of Management Islamic Azad University Semnan Branch Semnan Iran b Department of Management University of Semnan Semnan Iran CHRONICLE ABSTRACT Article history During the past two decades there has been growing trend in Iranian banking industry due to Received December 5 2015 change in banking regulations. Private sector has grown rapidly and there have been several Received in revised format new banks on the market which has created very competitive market. Therefore customer February 16 2016 loyalty is the key factor for running a successful banking business and customer relationship Accepted August 14 2016 Available online management CRM appears to be important for the success in this industry. The primary August 15 2016 objective of this paper is to investigate the relationship between CRM and customer loyalty in Keywords one of the oldest Iranian banks named Bank Melli Iran. The proposed study prepares a Customer loyalty questionnaire in Likert scale and distributes it among some regular customers of this bank. The Banking industry preliminary results of this survey have indicated that consumer s gender age and educational Quality of services background had no meaningful impact on quality of services. In other words people with different personal characteristics expect the same quality of services from banking industry and there is a positive and meaningful relationship between quality of services and customer loyalty. 2017 Growing Science Ltd. All rights reserved. 1. Introduction During the past two decades there has been growing trend in Iranian banking industry due to change in banking regulations. Private sector has grown rapidly and there have been .
