Abstract
The objective of this article is to overview a logical chain of relational marketing applied to Tunisian banking. The variables studied here are perceived quality, perceived value, cumulated satisfaction, trust and attachment. These components are interrelated and represent the cognitive, affective and behavioral consequences of the exchange and enhance loyalty.
Exploratory and confirmatory analyses were used in order to pretest the measures took into consideration. Hypotheses were tested using linear regressions nearby a sample of 321 banks clients. Findings showed that there is a logical brand relationship between clients and banks. Main personality does not explain loyalty. Results highlighted the importance of establishing relational marketing strategies in the actual bank context. It is especially important to financial institutions facing serious loyalty problems. Brand relationship components reflect the client's perception of the bank aid the role of each variable in their relationship with the main bank. It also indicates which variables to reinforce in order to develop the loyalty. The front office employees should listen to the clients to be familiar with their needs, habits, expectations and desires.