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.