Investigating the Effects of Firm Affective Commitment to Loyal Customers on the Customers’ Citizenship Behavior Considering the Mediating Role of Customers’ Affective Commitment to the Firm (Case Study of Mellat Bank Branches in Neishabour City)
Nowadays, the complex and dynamic field of the banking industry has faced challenges such as expanding competition, raising awareness and expectations of the customers. The low costs of changing the main bank for the customers and joining rival banks can be a result of the lack of loyalty programs i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2018-06-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_66310_a17784990404707ec4cf781bffff709e.pdf |