Investigating the effective factors in retention of customer club members(case study: Saderat’s bank customer club)

Abstract

Today many companies are spending significant dollars to develop relationships with their customers. CRM, one-to-one marketing and increased communications are but a few of the strategies companies are using to secure and retain customers. Another approach is to gain customers and their loyalty by providing them value beyond the intrinsic value of their product or service through Customer Clubs, customer club is a marketing way that cause the absorb and retention more customer for their companies. In this article, we investigate and prioritizing the factors that effect the member of customer club to be more loyal, so, we had interview with 32 manager in saderat bank and ask them to prioritizing the important factor that derived from the model, that effect customer retention in customer club. We use Freidman test for prioritizing the factors. And we use regression test for testing the analyses the data, and finding show that all of the hypothesis be accepted.