The role of customer’s experience in developing loyalty towards increasing investments in financial institutes

Noting the competitive atmosphere existing among todays’ banks, focusing on costumers’ needs has become a priorityand is known to be a major key in succeeding in different businesses. In such competitive having experienced and loyal customers could help banks to survive in the industry and considered as a competitive merit. Generally, this survey aims to study the effect of costumers’ experience and loyalty on how much they would invest in Kowsar Financial Credit Institute. The number of samples was determined to be 384 people using Cronbach’s Table. The reliability of questionnaires was confirmed by experts and the validity of those was calculated to be 0.958 using Cronbach’s Alphacoefficient. To analyze the data we used SPSS 22 and SMARTPLS 2.0. The results showed that there is a positive and meaningful relationship between costumers’ experience and loyalty, and the amount of capital they invest in Kowsar Financial Credit institute. Costumer’s experience has a meaningful effect on attitudinal loyalty of the costumers of Kowsar Financial Credit institute of Isfahan. It also has a meaningful effect on behavioral loyalty of the institute. The attitudinal loyalty, behavioral loyalty, and costumers’ experience, all have a meaningful effect on the investment by costumers.

کلیدواژه ها:

Costumer’s Experience ، Attitudinal Loyalty ، Behavioral Loyalty ، Costumer’s Investment ، Kowsar Financial Institute of Isfahan.