M.A. Thesis:

The examining of customer participation in the organization's social networking on customer retention With mediator customer value Creating among customers of Tejarat Bank Sabzevar

Nowadays the organizations which achieve a higher level of interaction, will have higher levels of customer satisfaction, as a basis for superiority in competition. The present study investigates the effect of customer participation in social networks of the bank, on customer retention. The method is survey-based, descriptive , and correlation. The method is survey-based, descriptive, and correlation. The subjects are all the customers of Tejarat Bank in Sabzevar, Iran. The were 384 subjects in total, Using Unlimited society Cochran Formula. The sampling method is simple randomization the data was collected using questionnaires in a field study. The reliability of the questionnaires was confirmed by cronbach`s alpha, and the validity was confirmed through content and structure. The data was analyzed using LISREL software, through statistical, descriptive, and inferential tests. The results indicate the significant positive impact of social interaction on customer retention (10.11). The effect of conscious participation on customer retention (5.41) and eagerness in customer retention (5.71) was confirmed to be positive.

Keywords: Customer participation, eagerness, customer retention, social interaction, customer value