Objective: The purpose of this study was to investigate the factors affecting the promotion of customers in choosing Sepah bank in Ahvaz.
Methodology: The research method is applied based on the purpose, and in terms of nature is a descriptive-survey research. The statistical population of the present study includes the employees of Sepah bank branches in Ahvaz. The sample size was 106 people. The life standard questionnaire (2019) was used to collect data. In order to check the validity of the questionnaire and confirm the considered factors, factor analysis method, GOF index, AVE and CR were used. SPSS and Lisrel software were used for data analysis.
Findings: The findings confirm all the hypotheses and the goodness of fit of the research model. The results showed that providing service (product) has an effect on customers to choose Sepah bank in Ahvaz. Location affects the preference of customers in choosing Sepah bank in Ahvaz. The pricing system for customer preference has an effect on choosing Sepah bank in Ahvaz. Advertising to prioritize customers is effective in choosing Sepah bank in Ahvaz. Employees have an effect on the selection of Sepah bank in Ahvaz to prioritize customers. The management process to prioritize customers has an effect on the selection of Sepah bank in Ahvaz. Physical evidence has an effect on customer prioritization in choosing Sepah bank in Ahvaz.
Conclusion: As a result, in order to promote Sepah bank for customers, more attention should be paid to the factors influencing the selection of the bank by customers.
Key words: Customer Promotion, Sepah Bank, Ahvaz City.
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