Customization of services in the banking industry on loyalty, trust and satisfaction of customers by using of ECSI model

The privatization of the banking system in the country، the emergence of new competitors and increased competition between public and private banks to retain customers and attract new ones، Customization of services as the policy to achieve this important on customer behavior in terms assessment of the dynamics of psychological (loyalty، trust and customer satisfaction) were evaluated in this study that for this purpose is used ECSI model. In this regard، the data collected through questionnaires distributed to the available customers of Ansar Bank in Mashhad city using of Structural equation modeling and partial least squares two-stage procedure and through Smart PLS software to test the hypotheses and fitness models were analyzed. The results showed that all the hypotheses of the study were accepted. If customization is performed in a manner appropriate to that customer satisfaction is a prerequisite for his loyalty، improve. Customized services، the customer will be encouraged to believe that bank was sensitive to the demands of his and increase customer trust and will be an introduction to his loyalty. Therefore، this study can help managers and policy makers working in the bank.