Modern Studies in Management and Organization

Modern Studies in Management and Organization

Assessing the Impact of Reward Programs, Service Quality, and Digital Banking Services on Customer Loyalty

Document Type : Original Article | Persian

Authors
1 Assistant Professor of Management Department, Binaloud Institute of Higher Education, Mashhad, Iran.
2 PhD in Public Administration, Department of Public Administration, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 Master of Business Administration, Management Department, Binalood Institute of Higher Education, Mashhad, Iran.
10.22034/jmsmo.2026.557803.1043
Abstract
Purpose: Customer loyalty is recognized as a critical component of banking success. This study aims to evaluate the impact of three key factors—customer reward programs, service quality, and digital banking services—on customer loyalty at Bank Melli Iran.
Methodology: This applied research employed a descriptive-survey design. The statistical population comprised Bank Melli customers, with a sample size of 384 determined by Cochran's formula. Data were collected using a 25-item questionnaire, whose face and content validity were confirmed by expert review and construct validity through confirmatory factor analysis. Reliability was assessed via Cronbach's alpha. Data analysis was performed using SPSS (descriptive statistics) and Smart PLS (structural equation modeling).
Findings: Results indicated that all three factors—customer reward programs (t = 10.543; β = 0.472), service quality (t = 3.403; β = 0.175), and digital banking services (t = 4.342; β = 0.228)—have positive and significant effects on customer loyalty.
Conclusion: Banks can enhance customer loyalty by extending reward programs to digital customers, improving service quality dimensions, and developing user-friendly digital banking services.
Keywords
Subjects

Article Title Persian

ارزیابی تأثیر برنامه‌های پاداش، کیفیت خدمات و خدمات دیجیتال بانکی بر وفاداری مشتری

Authors Persian

knh زرین نگار 1
محسن نجفی 2
محمود آذرکیش 3
1 استادیار گروه مدیریت، موسسه آموزش عالی بینالود، مشهد، ایران.
2 دکتری مدیریت دولتی، گروه مدیریت دولتی، دانشکده مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.
3 کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت، موسسه آموزش عالی بینالود، مشهد، ایران.
Abstract Persian

هدف: وفاداری مشتری به‌عنوان یکی از مؤلفه‌های حیاتی موفقیت بانک‌ها شناخته می‌شود. پژوهش حاضر با هدف ارزیابی تأثیر سه عامل کلیدی برنامه‌های پاداش مشتری، کیفیت خدمات و خدمات بانکداری دیجیتال بر وفاداری مشتریان بانک ملی ایران انجام شده است.
روش‌شناسی: پژوهش از نظر هدف کاربردی و از نظر روش، توصیفیپیمایشی است. جامعه آماری را مشتریان بانک ملی تشکیل می‌دهند و حجم نمونه بر اساس فرمول کوکران، ۳۸۴ نفر برآورد شد. داده‌ها با پرسشنامه ۲۵ گویه‌ای گردآوری شد که روایی صوری و محتوایی آن با نظر اساتید و روایی سازه با تحلیل عاملی تأییدی تأیید شد. پایایی ابزار با آلفای کرونباخ سنجیده شد. تحلیل داده‌ها با SPSS (آمار توصیفی) و Smart PLS (معادلات ساختاری) انجام شد.
یافته‌ها: نتایج نشان داد هر سه عامل برنامه‌های پاداش مشتری (t = 10.543؛β = 0.472)، کیفیت خدمات (t = 3.403؛β = 0.175) و خدمات بانکداری دیجیتال (t = 4.342؛β = 0.228) تأثیر مثبت و معناداری بر وفاداری مشتریان دارند.
نتیجه‌گیری: بانک‌ها می‌توانند با گسترش برنامه‌های پاداش به مشتریان دیجیتال، بهبود ابعاد کیفیت خدمات و توسعه خدمات بانکداری دیجیتال کاربرپسند، وفاداری مشتریان خود را ارتقا دهند.

Keywords Persian

وفاداری مشتری
برنامه‌های پاداش
کیفیت خدمات
بانکداری دیجیتال
بانک ملی
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  • Receive Date 14 April 2026
  • Revise Date 10 June 2026
  • Accept Date 20 June 2026
  • Publish Date 23 August 2026