University of Zagreb, Faculty of Economics and Business Zagreb
Abstract
Customers and satisfaction of their needs have prevailed in banking services markets, with banking services becoming inextricably linked to the customer loyalty. Only a satisfied customer means a successful bank. Special role of banks and the specifics of their services do make the connection between customer satisfaction and loyalty a very fragile but important link. This paper investigates the basis for a long-term co-operation with customers and the essence of loyalty concept and customer satisfaction in banking sector
