In recent decades, the intensification of competition among enterprises/businesses for gaining a greater share of the market has led them to more accurate and deeper understanding of the needs and demands of customers. This research investigates the mediating role of co
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In recent decades, the intensification of competition among enterprises/businesses for gaining a greater share of the market has led them to more accurate and deeper understanding of the needs and demands of customers. This research investigates the mediating role of commitment and satisfaction in the relationship between service quality and customers' retention in Post Bank of Iran, Langarud branches. In terms of purpose, the present research is an applied one, and in terms of research design, it is descriptive correlation. The instrument is questionnaire answered by 119 clients Post Bank of Iran, Langarud branches. To test the research hypotheses, structural equations modeling with the partial least squares approach and Smart PLS were used. The results of the analysis showed that there is a positive and significant relationship between service quality, commitment, retention, and customers' satisfaction. Additionally, customers' commitment and satisfaction have a mediating role in the relationship between service quality and customers' retention.
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