بررسی نقش کیفیت یکپارچگی چند کاناله و رضایت مشتری در رابطه بین کیفیت خدمات و وفاداری مشتری در بخش بانکداری

The purpose of this study is to investigate the role of multichannel integration quality and customer satisfaction in mediating the relationship between service quality and customer loyalty within the banking sector. Based on its objectives, this research is classified as applied, and in terms of data collection and design, it follows a descriptive-survey methodology. The statistical population consists of all customers of Export Development Bank of Iran. According to Cochran's formula, a sample size of 385 respondents was selected using a convenience sampling method. The data collection tool was the standardized questionnaire developed by Alziedi (2023), which was reviewed and validated by academic advisors to ensure content validity. After collecting the questionnaires and extracting the required data, the hypotheses were analyzed using SPSS and PLS4 software. The results indicate that service quality has a positive and significant impact on customer loyalty, as well as on multichannel integration quality and customer satisfaction. Furthermore, both customer satisfaction and multichannel integration quality have a positive and significant effect on customer loyalty. Finally, multichannel integration quality and customer satisfaction partially mediate the relationship between service quality and customer loyalty in Export Development Bank of Iran.