In the recent years, serious competition among banks and financial institutions can be seen about larger share of market. The purpose of the study is investigation factors affecting marketing strategies of bank services in order to respect customer loyalty and attract in Bank Mellat. This study is a descriptive survey and survey instrument was a questionnaire survey. Statistical society was all of the Bank Mellat personnel in Ahwaz of Iran and their customers. The sample size was determined based on Kerjesy and Morgans` table, so 103 persons from employees and 384 persons from customers were selected. After data collection, data analysis was performed using SPSS version 18. The results showed that customer satisfaction, credit factors, physical features, response factors, reassuring factors and sympathy factors had significant effect on customer loyalty and attraction.
