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Analyse De La Performance Commerciale A Travers La Perennite De La Relation Bancaire : Cas Des Pme De La Region Souss Massa

Author

Listed:
  • Elarbi El Fakir

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

  • Lahsen Oubdi

    (Université Ibn Zohr = Ibn Zohr University [Agadir])

Abstract

This research focuses on the role of loyalty by products and banking services in maintaining the relationship between the bank and its "SMBs" clients. The study was conducted with a sample of eighty-two SMBs operating in various fields of activity in Morocco's Souss Massa region. The results show the importance of loyalty by banking services to guarantee a sustainable relationship and commercial performance. It seems that without service improvement, there will be no perennial relationship between banks and its "SMBs" client. The bank must pay particular attention to reception, to pick up charge, to advice quality and to reactivity.

Suggested Citation

  • Elarbi El Fakir & Lahsen Oubdi, 2020. "Analyse De La Performance Commerciale A Travers La Perennite De La Relation Bancaire : Cas Des Pme De La Region Souss Massa," Post-Print hal-05720131, HAL.
    • Handle: RePEc:hal:journl:hal-05720131
    DOI: 10.5281/zenodo.3688400
    Note: View the original document on HAL open archive server: https://hal.science/hal-05720131v1
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