Banking Strategies and Customer Loyalty Case of Tunisian Banks ()
ABSTRACT
In recent years, the marketing of services, long in search of academic
legitimacy, has found a clear recognition of its specificities. Banking
marketing, a component of the services sector, is getting a promising boost
from this development. The present research is proposed to study the
development of the activity of banking strategies and customer loyalty
introduced in banks to enable them to optimize the quality of communication and
satisfaction while generating more profits and trust.
Share and Cite:
Rouissi, C. (2021) Banking Strategies and Customer Loyalty Case of Tunisian Banks.
Open Journal of Business and Management,
9, 877-893. doi:
10.4236/ojbm.2021.92047.
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