Open Journal of Business and Management, 2021, 9, 877-893 https://www.scirp.org/journal/ojbm ISSN Online: 2329-3292 ISSN Print: 2329-3284 DOI: 10.4236/ojbm.2021.92047 Mar. 31, 2021 877 Open Journal of Business and Management Banking Strategies and Customer Loyalty Case of Tunisian Banks Chiraz Rouissi University of Jeddah, Jeddah, KSA Abstract In recent years, the marketing of services, long in search of academic legiti- macy, has found a clear recognition of its specificities. Banking marketing, a component of the services sector, is getting a promising boost from this de- velopment. The present research is proposed to study the development of the activity of banking strategies and customer loyalty introduced in banks to enable them to optimize the quality of communication and satisfaction while generating more profits and trust. Keywords Banking Marketing, Satisfaction, Trust, Loyalty, Communication 1. Introduction For more than twenty years, in France, like the United States, financial organiza- tions have shown new enthusiasm for management concepts and, in particular, an increased interest in the marketing aspect of their management. The market- ing of services, long in search of academic legitimacy, has found a clear recogni- tion of its specificities. Banking marketing, a component of the services sector, is getting a promising boost from this development. Although, marketing is related to markets, marketing management requests for combination of the various elements of market. It has the mission of structuring these factors into a suc- cessful trading system so that it can serve both customer and business company effectively. The specific marketing of the bank had to leave its reserve to become more and more akin to “common law” marketing based on full exploitation of all its tools and a differentiated approach. Each of its stages corresponds to the progress of marketing services in three phases: “rampant” marketing, flight in. How to cite this paper: Rouissi, C. (2021). Banking Strategies and Customer Loyalty Case of Tunisian Banks. Open Journal of Business and Management, 9, 877-893. https://doi.org/10.4236/ojbm.2021.92047 Received: February 13, 2021 Accepted: March 28, 2021 Published: March 31, 2021 Copyright © 2021 by author(s) and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY 4.0). http://creativecommons.org/licenses/by/4.0/ Open Access