ANALYSE DE LA PERFORMANCE COMMERCIALE A TRAVERS LA PERENNITE DE LA RELATION BANCAIRE : CAS DES PME DE LA REGION SOUSS MASSA

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-twoSMBs 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 andits “SMBs” client. The bank must pay particular attention to reception, to pick up charge, to advice quality and to reactivity

Keywords

• commercial performance
• loyalty
• sustainable relationship
• reception
• pick up charge
• advice quality
• reactivity