Exploring Relationship Marketing Effects on Customer Loyalty: A Smart PLS Analysis, Algeria Gulf Bank

Abstract

This research embarks on an in-depth exploration of the intricate relationship between relationship marketing dimensions and client loyalty, introducing satisfaction as a pivotal intermediary variable. The study, utilizing the Algerian Gulf Bank's (AGB) Saida agency as a representative case, employs Structural Equations Modeling (SEM) and the advanced Smart PLS approach to analyze a sample of 200 clients from this agency. The findings unveil a robust positive influence of relationship marketing dimensions on client loyalty, with satisfaction playing a crucial mediating role in this dynamic relationship. These findings underscore the importance of fostering strong and enduring relationships with clients as a key strategy for enhancing loyalty and driving long-term business success.