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2 Characteristics of CRM and B2B Customer relationship management is commonly defined as a 'business strategy that maximizes profitability, revenue andThis paper aims to explain the effect of the banking customer experience on trust and the effect of the latter on customer loyalty, thus complementing In this article, the authors first propose a simple model summarizing the key drivers of customer loyalty. Then, on the basis of this model and drawing on Attitude, satisfaction and loyalty of customers in Municipal Savings Banks of Also, customer loyalty has been defined as a deeply rooted commitment to