Service quality represents a modern approach for quality in enterprises and organizations and serves the development of a truly customer-focused management and culture. Measuring service quality offers an immediate, meaningful and objective feedback about clients' preferences and expectations. In this paper, we study the relationship between customer perceptions from service encounter quality and loyalty of customer to organization and employees. The proposed study is implemented for banking sector in Iran using SERVQUAL factors and considers various factors influencing the quality of service. The results of the survey indicate that service quality systems, customer satisfaction are the most desirable factors based on the feedback we received from the customers. In addition, response to customers and loyalty to employees, service encounter quality, service and loyalty to organization, arrangements are in the next levels, respectively. }}

Despite the importance of data mining techniques to customer relationship management (CRM) and measuring customers loyalty and profitability, there is a lack of resources and articles related to this topic. Data mining is a useful tool to help companies for mining patterns and discovering hidden information in customers' data. In this study we cluster customers using k-means and SOM clustering algorithms with respect to apply RFM analysis based on behavioral characteristics such as recency, frequency and monetary variables and identify loyal customers and determine degree of loyalty. Then we apply C5.0 model on the resulting clusters to predict future customer behavior. In the end, evaluate accuracy of classification and compare the results. Proposed model implemented on M&S clothing store's dataset. Results of this study provide a background for identifying valuable and key customers and analysis their characteristics and loyalty.