Relationship Marketing Model for the Banking Sector Industry. An Empirical Analysis of Commercial Bank Customers in Qatar

      Аннотация: Recently, relationship marketing has been viewed to be critical to the success of business firms, with the growing understanding that acquiring new customers is far more expensive than maintaining existing ones. While keeping customers loyal. This book help researchers to understand the relationship marketing role in the commercial banking sector. This book will assist the banks managers in creating customer loyalty, with more focus on client emotions (positive and negative). the book present an effective relationship marketing model according to the data collected from the state of Qatar banking sector

Ключевые слова: Banking, emotion, loyalty, marketing, relationship