A casual model in customer loyalty area: banking industry

Fierce competition in different industries has lead to formation of different marketing patterns. Relationship marketing is one of the newts forms of marketing forms which emphasize more on customer retention. The aim of this study is to see what is the impact of relationship marketing on customers’loyalty. This research assesses impact of relationship marketing strategies including commitment, trust, communications, and conflict management on the loyalty of Bank Keshavarzi and Saman Bank’s customers. statistical population of this research is customers of keshavarzi and saman banks by which sample of 260 customers where chosen for distributing quesstionnair. The validity of the questionnaire were analysed by content validity and reliability were analysed by measuring internal consistency by use of Cronbach Alpha. Results showed that there is a direct significant relationship between dimensions of relationship marketing and customers loyalty in both banks. Managerial implications and future directions are presented for further studies.