Determinants of Customer Retention: Offering a Model to Banking Industry. J. Appl. Bus. Fin. Res. 2 (3): 76-81.;

The main purpose of this study is to evaluate the effect of staffs' customer orientation on customer satisfaction, commitment and retention. For this aim, the model of customer orientation of service staff, offered by Thurau was combined with customer orientation model of Donavan and Hoctt and a new model was devised for Mellat Banks of North West of Iran. The trend of this research is applied, its approach is inductive, its strategy is causative, its methodology is order detection and its time period is single-pointed. To collect data, the standardized questionnaire was utilized. Meanwhile, the statistical population of the research is current-account holders of North West of Iran. A sample of 242 people was chosen and studied in a cluster manner. According to the results of model analysis, the positive and significant effect of customer orientation on customer’s commitment, satisfaction, and retention can be ratified. Also, the positive effect of concept of customers’ satisfaction on their commitment and retention can be proven, but based on this research the positive and significant effect of concept of customers’ commitment on their retention is not proven. It should be noted that in this research, dimensions of understanding of customer, their social skills, decision–making authority, motivation and distribution of services for customers' orientation of service staff is taken into consideration for the first time.