Many researchers have emphasized on the key role of employees associated with the customer or the forefront staff at the success of Service organizations. Positive outcomes for service organizations such as customer satisfaction, the loyalty, and the verbal publicity could significantly effects personal interaction between personnel service provider and customers. This study has attempted to evaluate the effect of customer orientation of employees, satisfaction and engagement of customer on customers’ retention at workers Welfare bank in Parsabad city. The Applied objective of this research and in nature was descriptive – survey. To test the research hypothesis and obtain results was used Lisrel path and analysis model. The results of the hypotheses of this study showed that customer-orientation of staffs positively effect on customer satisfaction, customer commitment, and persistence (retention) of customer. Customer satisfaction positively affects customer retention and customer commitment. Commitment to the customer positively has an impact on customer retention. The rate of customer orientation of Refah Bank employees, customer satisfaction, customer commitment, and customers’ retention of Parsabad e Moghan Refah Bank was located in a proper level.

Many researchers have emphasized on the key role of employees associated with the customer or the forefront staff at the success of Service organizations. Positive outcomes for service organizations such as customer satisfaction, the loyalty, and the verbal publicity could significantly effects p...