The impact of customer experience and satisfaction on loyalty and word of mouth advertising in a Samen credit institution of Rasht

Reza Derakhshanfar, Maryam Hasanzadeh

Abstract


The aim of this study was to investigate the impact of customer experience and satisfaction on loyalty and word of mouth advertising in a Samen credit institution of Rasht. The study is applied in terms of goal, and it is correlational type of descriptive study in terms of data collection.  The population of this study included branches of Samen credit institution of Rasht customers.  Sample size of study was estimated 384 using Cochran Formula and 410 questionnaires were distributed among them for higher confidence. Questionnaire was used to collect data and structural equation modeling and test the research hypotheses were used to analyze the data. The results showed that customer satisfaction and experience have an impact on customer loyalty. The results also show the impact of customer loyalty on word of mouth advertising in Samen credit institution of Rasht.


Keywords


customer relationship management, customer experience, customer satisfaction.

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