Investigation of the Factors Affective on the Loyalty of Customers in Banking Industry in the Framework of the Model of Personality Characteristics of Personnel (Case Study: Sepah Bank in Mazandaran Province)

The aim of this study was to investigate the effect of personality characteristics of personnel on the loyalty of customers in banking industry in the branches of the Sepah Bank in the Mazandaran province. In terms of target groups of this study can be applied; and in terms of how data collection is descriptive. In terms of data analysis, correlation and structural equations is considered. For this purpose, based on random sampling, a sample of 396 selected using the 26-item questionnaire was used to collect data. The results show that the 4 elements of personality characteristics of personnel has a positive and significant impact on loyalty of customers in the Sepah Bank branches in Mazandaran province.