Abstract
The purpose of this study is to develop the principles and methodological apparatus of the system for increasing customer loyalty of banking services on the basis of relationship marketing in Azerbaijan banking system. In accordance with the goal, the following tasks were solved: The features of banking services that determine the specifics of marketing banking services are identified. The areas of application of psychological theories of motivation in the marketing of banking services are analyzed, and the features of the decision-making process on the purchase of banking services are highlighted. The state and prospects of the domestic banking services market, its structure, and competitive environment have been studied. A comparative analysis of the proposal of Azerbaijan and foreign banks. The factors affecting the formation of customer loyalty are identified. Studied the relationship marketing tools used to increase customer loyalty. The methodological apparatus of the system for increasing the loyalty of banking consumers has been developed. In particular, a procedure has been developed for assessing customer satisfaction - the main component of loyalty; the procedure for identifying key consumers has been developed; strategies to increase the loyalty of key consumers are described; specific ways to increase loyalty are indicated.
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