العلاقة التكاملية بين كلف التحول، القيمة المدركة، و رضا الزبون و تأثيرها على إلتزام الزبون : دراسة تحليلية في المصارف الأهلية العاملة في محافظة الديوانية

الملخص EN

The current research aims to explore the integrated relationship between, perceived value, customer satisfaction, switching costs and customer commitment in sample of private banks operate in Al Diwaniyah Governorate ,it was selected sample (125) customers.

The hypothesis that there is a significant correlation between switching costs, perceived value, customer satisfaction and customer commitment in relation to the bank.

And hypothesis that there is the integrated relationship between switching costs, perceived value, and customer satisfaction increases the impact of these variables on customer commitment.

In the light of previous studies and tested using (Cronbach Alpha, the analysis of the world), and it was tested hypothesis using using (Stepwise Regression Multiple, Hierarchical Multiple Regression).

The research conclusion that there is a significant effect between (switching costs, perceived value, and customer satisfaction) on customer commitment.

It was conclusion that the integrated relationship between, perceived value, customer satisfaction, switching costs it could improves customer commitment.

The findings suggest that the need to provide bonds services of banking accompanied by social benefits and structural links and financial excellence of high quality.