Abstract:
Customer satisfaction and loyalty is a concern for bank branches that operate mainly
at a time of financial instability and that need solutions to keep their operations active
and profitable. In this perspective, this article discusses the importance of banking
marketing in customer loyalty, highlighting the role of the administrator in this context.
Several elements are essential to achieve customer loyalty. From this point of view,
the problem addressed seeks to understand how marketing can contribute to
customer loyalty in banking institutions. The objective of this work was to
demonstrate the influence of marketing and customer loyalty to bank branches. For
this purpose, a bibliographic review of previously published studies was used as a
scientific methodology. It features an exploratory and descriptive research of the
results obtained from the collection of data from the selected bibliographic reference.
The results obtained allow us to consider that marketing is directly linked to customer
loyalty activities and evolve according to social demand, where organizations,
accompanied by a professional administrator, can achieve greater customer
satisfaction and loyalty.
