Science publications

The purpose of the article is to investigate the problems of forming the loyalty of banking services consumers. In the article it is proved that the key element of the essence of the categories “banking service”, “banking transaction” and “banking product” is the interaction with customers. Approaches to determination of loyalty are considered, the importance of ensuring the loyalty of consumers of banking services is substantiated. After all, forming customer loyalty is one of the most important aspects of the concept of relationship marketing. In relationship marketing, the customer is seen as an individual who has the same personality and rights as the service provider. Forming honest, trusting, long-term and mutually beneficial relationships between two equal persons is the essence of relationship marketing.