نمذجة العلاقة بين بهجة الزبون و ولائه من خلال الدور الوسيط لصورة المصرف : دراسة تطبيقية في المصارف الأهلية العاملة في بغداد

الملخص EN

The current research is aimed at restructuring the relationship between the delight and the level of customer loyalty to the bank in light of the perception of the image of the bank, it has selected a sample (180) customer of private banks operating in the Baghdad governorate.

It was tested using scales in the light of previous studies in order to build an model for the study achieves its goals after the main test the hypothesis.

It was adopted the style of the structural equation modeling method in Advanced statistical test model the study.

The study came to a set of conclusions was the most important being to get to the customer delight would enhance the relationship bank and its customers and achieves a high level of loyalty situational and behavioral level, especially in light of the image perceived by the customer for the bank.

The study present sets of recommendations that will enhance the image and prestige of private banks and increase the loyalty of its customers.