|
Abstract
|
The present study was to aim at investigating the relationship between the organizational image with the customer loyalty of banks and financial House of city, Hamedan. The paper used the descriptive-survey study and library one as data collection (the study of written works, papers, and websites) and field study (questionnaire) to study the impact of independent variable (organizational image) and its triple dimensions (employees image/service image/branches image) on the dependant variable (customer loyalty). The statistics population of the study contains 25 banks and financial House both governmental and non-governmental in the city, Hamedan. Determination of the sample size regarding limitlessness of the bank costumers and financial House of the city, 384 participants were randomly selected based on the Morgan table, and they responded the questionnaire of the study, as well. The instrumentation for the data collection was questionnaire. In the part data analysis, the Smirnoff Test was used to determine the normality; the Pearson correlation coefficient and Spearman were used to test the hypotheses of the study, and lastly, the Friedman Test went to determine the index rank of the variables as organizational image on customer loyalty with the software as SPSS were analyzed. The findings of the hypotheses of the study indicated that the organizational image has a significant and considerable impact on the customer loyalty of the banks and financial House of the city.
|