AL-Qadisiyah Journal For Administrative and Economic sciences

Abstract

The current research aims to investigate the impact of the quality of customer relationships to improve customer loyalty banking, the research was applied to a sample of private banks operating in Diwaniyah. It (146) questionnaire were distributed for customers of private banks. To determine the effect of each (customer satisfaction, customer trust, customer commitment) on customer loyalty has been to rely on scales of previous studies. It used a set of statistical tools to the investigate the hypotheses which (mean, standard deviation, Cronbach's alpha, T, F). The research found a group of the most important conclusions was that there is a significant impact to the quality of customer relationships and loyalty to the banking customer, it found that the trust of the customer significant impact to building customer loyalty to the bank. The research presented a set of recommendations, including the pursuit by banks management to enhance customer trust and commitment through to go about managing the relationship with the customer and the establishment of a long relationship with him in order to preserve it and the discovery of his needs and wants , and to respond to requests from customers and inform them of the dates of service delivery.
Key words: the quality of customer relationships, customer satisfaction, customer trust, customer commitment, and customer loyalty.