Examining the Effect of Linking between the Name and Brand of Banks with Cause Marketing on Customer Loyalty

Nowadays, customer loyalty (CL) is seen as the key to the business success of companies. Indeed, creating a brand name and more importantly, maintaining and promoting the value of the brand is considered one of the most appropriate and powerful methods to distinguish various companies and economic enterprises. The study examined the effect of linking the Maskan Bank name and brand with cause marketing (CM) strategy on CL in West Azerbaijan Province. The study was descriptive and carried out using a survey method. Data collection was done through Esen Gurbuz and Rita Martenson questionnaires. The population was ۱۶۰ customers of Bank Maskan in West Azerbaijan province. In the present, the information obtained was analyzed using descriptive and inferential statistics. In the descriptive analysis, the frequency distribution table of gender and duration of cooperation with the bank and the age distribution table were used and path analysis was used in the inferential analysis. Moreover, the structural equation modeling (SEM) technique was used to test the hypotheses. The findings indicated that linking the name and brand of Bank Maskan with the CM strategy had a positive effect on customer satisfaction and perceived quality (PQ). Furthermore, there is a positive relationship between customer satisfaction and PQ. Finally, the positive relationship between customer satisfaction and PQ with CL was proven.