Determints of customer loyalty based on marketng capabilities

E-banking has become a new channel for enhancing competitive advantages in the banking sector. In a competitive banking environment, Iranian banks should proactively improve the Internet banking services to attract customers and putting in constant effort to provide satisfactory services. In this regard, there is a consensus among researchers that businesses should not only consider gaining new customers, but also building long-term relationships with current customers (Bourdeau, 2005). In spite of the increased interest and attention to loyalty, most of studies often measure customer loyalty from an individual-internal perspective. However, organizational aspects of loyalty were ignored. Using Resource-Based View theory, this study fills the gap in existing literature by providing a model to investigate the relationship between marketing capabilities with customer loyalty. Marketing capabilities in this study includes; customer-linking, brand and innovation capabilities