The Effect of Strategic Agility on Brand Loyalty with the Mediating Role of Environmental Dynamics in Shahr Bank branches in Tehran
The Effect of Strategic Agility on Brand Loyalty with the Mediating Role of Environmental Dynamics in Shahr Bank branches in Tehran
Yaghoub moradpour1 Mahsa Ashraf2 Seyyed Jafar Ghadirinejad3
1) Graduated with a master s degree in human resource development from Nima Mahmoodabad Institute of Higher Education
2) Graduated with a master s degree in business management from Nima Mahmoodabad Higher Education Institute
3) Lecturer at Nima Mahmoodabad Institute of Higher Education
Publication :
9th.International Conference on Researches in Science & Engineering & 6th.International Congress on Civil, Architecture and Urbanism in Asia(9icrsie.com)
Abstract :
In today s world, banks are considered vital factors in the development of countries, and customers have a special priority as the reason for the existence of banks. Considering that the bank is a financial and credit institution whose main capital and financial interests are provided through deposits and providing services to customers, customer loyalty to the bank brand can be considered as a key factor in the success and profitability of the bank. For this purpose, the current research has studied the effect of strategic agility on brand loyalty with the mediating role of environmental dynamics in Shahr Bank branches in Tehran using a descriptive-survey and applied method. The statistical population of this study is all official employees of Shahr Shahr Bank of Tehran, numbering 4250 people, and a sample of 352 people was selected using Cochran s formula. The tool for collecting information is standard questionnaires of organizational agility, brand loyalty and environmental dynamics. The softwares used in this research were spss24 and Smartpls. The results of the research showed that strategic agility has a significant effect on brand loyalty and environmental dynamism in Bank Shahr Tehran branches, and in the meantime, environmental dynamism also affects brand loyalty in Bank Shahr branches. Tehran has a significant impact. Keywords: strategic agility, loyalty, brand, environmental dynamics, City Bank.
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