profitable relationships with customers. Banks' relationship‐building strategies fall into two categories: full‐blown multi …/methodology/approach – Innovative loyalty programs launched by various banks are used as examples to show how individual banks are customizing their … reveals that, far from a magic bullet approach, banks are customizing their relationship‐building strategies to create value …

is implied that management of banks in Nigeria should intermittently conduct market survey to identify the desires of … their customers and attempt at satisfying their customers. Practical implications – Management of Nigerian banks could …

the research were collected through a survey of customers of banks in Malaysia. Hierarchical Multiple Regression Analysis …. Practical implications – Banks should increasingly demonstrate that they are trustworthy in order to keep customers loyal, more …