The relationship between service quality, corporate image, and perceived value with customer loyalty: Moderator role of switching costs (Case of: Mellat Bank customers in Mashhad)

The current study moves beyond impact of service quality, perceived value, and corporate image on customer loyalty and examines the moderator role of switching costs in the relationship between these three variables with customer loyalty in Mallet Bank customers in Mashhad, Iran. This study is applicable and analytic survey. In this respect, a questionnaire was used to collect data. Confirmatory factor analysis and Cronbach's alpha coefficient were used to assess validity and the internal consistency of the instrument, respectively. To investigate the effect of independent variables on the dependent variable, the method of structural equation modeling in AMOS software was used. Subsequently, multiple regression analysis was conducted to investigate the effect of moderator role of switching costs. Findings revealed that corporate image is the most important factor influencing customer loyalty. Also, it can be concluded that service quality has a significant positive impact on customer loyalty. On the other hand, perceived value has no significant influence in promoting customer loyalty. The moderator role of switching costs in the relationship between service quality and corporate image with customer loyalty is also confirmed in this case study.