The role of public relations in gaining bank customer loyalty Case study of the Algerian Foreign Bank - Tebessa Agency –

Abstract

The study aims to identify the importance of the role of public relations in gaining the loyalty of the banking customer, and it was applied to a simple sample of 100 clients of the Algerian External Bank BEA, Tebessa Agency, through the adoption of a questionnaire in collecting data that was statistically processed through the SPSS program. The study reached several results, the most important of which is that public relations contribute to gaining the loyalty of the banking customer because of its ability to build trust and gain acceptance. The study also concluded recommendations, the most important of which is the need to focus all public relations activities and programs on the customer.