Impact of Relational Benefit on Customer Loyalty with the Mediating Role of Customer Satisfaction: A Study of Selective Banks of Pakistan

Objective: The research paper opens up to Relationship Marketing approach with the objective to find an array of factors facilitating Customer Loyalty in Banks: Customer Relational Benefit has been studied to increase Customer Satisfaction and thus, Customer Loyalty as well. Methodology: This study focuses on and talks about empirical findings from 422 customers of different banks situated in Multan. AMOS and SPSS were used to analyze the data. Descriptive statistics, frequency distribution, correlation, confirmatory factor analysis and structure equation modeling tools were used to analyze the data. Findings: The key finding in this Research Paper indicates that customer relational benefits & customer satisfaction are key players that enhance and retain the customer loyalty. Implications: This study provides a comprehensive guide line for managers to access and retain the loyal customers.