Abstract
Competition is very keen in banking industry. Banks management had to try their best efforts to deliver good service experiences for their customers, as it will impact the resulted customer relationship. One of the key success factors is personal interaction in term of implementing the relationship marketing strategy. Banking companies must do their best efforts in building a good long term mutual benefit relationship with their customers. Customer commitment is a key factor in relationship marketing and the commitment itself will not be carried out without customer satisfaction. This research studied about the customer loyalty in banking businesses, where customer loyalty was created through customer satisfaction, affective commitment and continuance commitment. Satisfied-customer will not absolutely become loyal customer, as indicated many satisfied-customers switch to other banks caused by more attractive offerings. Keyword: Customer satisfaction, commitment affective, commitment continuance, customer loyalty.
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