TITLE:
Banking Strategies and Customer Loyalty Case of Tunisian Banks
AUTHORS:
Chiraz Rouissi
KEYWORDS:
Banking Marketing, Satisfaction, Trust, Loyalty, Communication
JOURNAL NAME:
Open Journal of Business and Management,
Vol.9 No.2,
March
31,
2021
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.