Pages: 57-74

Abstract

The banking system, as the main provider of financial and economic activities in countries, plays a major role in the transfer of resources from savers to investor groups. A healthy and profitable banking system can better resist economic shocks and play a more significant role in the stability and stability of the financial system. One of the scenes most often seen in banks is the confusion of customers between terminology and hard-currency banking, as well as the selection of a service from the services provided by the bank. Therefore, this research investigates the role of quality, satisfaction, trust and reasonable price of banking services on customer retention in the banking industry (Case Study Bank City) in 2017 This research is quasi-experimental research in the field of financial management research. In this research, the statistical population consisted of customers of Bank Shahr Branches in Tehran province. Due to its uncertainty, it can be said that the statistical sample of the unlimited society has been selected. The results of the research show that the quality of banking services has a significant effect on the confidence of customers of Bank Shahr Branches and the reasonable price of banking services has a significant effect on the satisfaction of customers of Bank Shahr Branch. It was also revealed that customers' trust has a significant effect on customer loyalty of bank branches of the city. Finally, the results of the research show that customer satisfaction has a significant effect on maintaining and loyalty of customers of bank branches of the city.