Factors Affecting Customer Loyalty: An Analytical Study Using Logistic Regression Analysis (An Application to a Group of Branches of Rafidain Bank)

This study aims to identify the factors influencing customer loyalty in a group of variabes by applying logistic regression analysis. The study investigates the impact of four independent variables—service quality, customer satisfaction, trust and perceived value on customer loyalty. Data were collected through a structured questionnaire and analyzed using the SPSS software. The results showed that service quality, trust, and satisfaction have a significant positive effect on customer loyalty, while perceived value, had no significant influence. The study recommends that public organizations focus on enhancing service quality and building customer trust to increase loyalty and long-term engagement.