The effect of relationship marketing on costumer loyalty in the Algerian banking sector evidence from « agriculture and rural development : bank in Oum El Bouaghi City

Abstract EN

This paper seeks to study the effects of Relationship marketing strategies on customer’s behavioral and attitudinal loyalty by presenting a model for effectiveness of relationship marketing in algerian Banking sector.

A survey was then designed to highlight customer loyalty level towards the « Agriculture and Rural Development » bank based on five determinants (trust, commitmnt, communications, bonding and satisfaction).

A quantitative approach was employed, and 223 valid questionnaires .Through our applied study at the level of the slected bank we have reached that the relationship marketing practices at the level of this bank is limited; The Bank does not pay much attention to the value of communications and personal interactions, that’s why the majority of rspondents said that what connects them to this bank is the financial and structural bonds.

We also found that the customer's satisfaction levels are low due to the of lack of Services' excellence, but they continue to deal with it because of the limited competition and the weak attractiveness of competitor banks' offers.