Customer loyalty is a topic of grave interest for both academia and practice and a base of loyal customers is found to be very beneficial and advantageous for the firms. It is always costly to attract new customers, so the managers always try to find ways to retain their current customers and concentrate on different factors which enhances the customer loyalty among the customers of the organizations. This research attempts to find the factors of customer loyalty and their relationships with banking industry in one of the developing countries i.e. Pakistan. Then analyzing the relationship among different factors a model for the customer loyalty is proposed at the end of the book.This book is really beneficial for the bank managers to formulate effective strategies to increase loyalty among their customers.

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Mr. Bilal Afsar earned his BS and MS degree from COMSATS Abbottabad, Pakistan in 2006 and 2009, respectively; currently employed in the faculty of Management Sciences at Hazara University,Pakistan since Nov 2007.His area of interest is Customer Satisfaction,Strategic Management and Effective Business Communication and Business Letter Writing.