| Abstract: | There are many different relationship marketing dimensions implemented for retaining customers.
Therefore, the study was focus to explore the impact of relationship marketingdimensions (trust,
commitment, conflict handling, empathy and corporate image) on customer loyalty, by focusing
on the lion international bank. A theoretical framework was use as a guideline to test the
relationships between relationship marketing dimensions and customer loyalty. The purpose of the
study was to identify the impact of relationship marketing on customer’s loyalty. The SPSS version
26.00 for windows is used to process the primary data which is collected through questionnaire.
The findings show that relationship marketing dimensions have impact on customer loyalty. All
the independent variables are positively and directly related to customer loyalty particularly in
lion international bank. The relationship between relationship marketing and customer loyalty is
significant. Therefore, banks shouldmake the whole system on work with customers, not in
opposite of customers. And also, they are expected to invest more on attracting new customers
and retaining the existed ones with regardto relationship marketing to increase customer loyalty. |
