Privatization of banking system in the Iran, emergence of new competitors and increased competition between public and private banks to retain customers and attract new ones, made banks to Customize their services. Banks do such as a policy to maintain and attract new customers. This happens in customer behavior assessment in terms of the dynamics of psychological (loyalty, trust and customer satisfaction) and are evaluated using ECSI model. In this regard, data collected through questionnaires distributed to available customers one of the Bank. Results showed that all the hypotheses of the study were accepted. If customization is performed in a appropriate manner, customer satisfaction, which is a prerequisite for loyalty, will improve. Customized services make customer encouraged to believe that bank was sensitive to his/her demands and as a result increase customer’s trust which lead to loyalty. Therefore, this study can help managers and policy makers who are executing in the bank.      

Keywords: Personalization, Customer Loyalty, Satisfaction, Service, bank

Full-Text [PDF 221 kb]   (3577 Downloads)