Abstract: In the past few years, the term "Customer loyalty" has become a real trend in almost all business areas in which the client has an important role: banking, retail, telecommunications, manufacturing, automotive, insurance et al. Every business understands that the more customers attracts and the more existing customers retains financial results can improve, and the organization continues its work. In this context, identifying the factors that contribute to defining customer loyalty is very important. The present paper identifies the variables that contribute in defining customer loyalty within the banking system.

Keywords: Customer loyalty, Customer satisfaction, Customer retention, Customer Confidence

| DOI: 10.17148/IARJSET.2019.6301