1 استادیار دانشکده مدیریت، دانشگاه تهران
2 دانشیار دانشکده مدیریت، دانشگاه تهران
3 کارشناس ارشد مدیریت بازرگانی، دانشگاه مدیریت، دانشگاه تهران
عنوان مقاله [English]
According to the Importance of customer in competitive environment, especially in banking industry, regarding that the cost of catching (attracting) new customers is several times higher than the cost of keep customer loyal to organization, cause that examining ways of becoming loyal customer to product (goods/ services) has high preference in market research. This research, shows that we can catch loyalty through customer knowledge. The Concentration of private banks on five main elements in this research model, can help them having loyal customers. In order to reach that the model was based on the literature review and data were collected through questionnaire and has been analyzed with structural modeling and Lisrel software.