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No. 1 (2026)
Marketing

Articles

IMPROVEMENT OF CUSTOMER AND BANK RELATIONSHIP REGULATION MECHANISM BASED ON MARKETING PRINCIPLES

Published 2026-01-31

Authors
Temirova Sevara Baxodirovna
Affiliation
Education consultant of Tashkent State University of Economics
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Abstract

This article examines ways to increase customer loyalty in the banking sector by improving mechanisms for regulating customer relationships based on marketing principles. The study applies an integrated approach grounded in relationship marketing theory, t he trust –loyalty model, and customer relationship management (CRM) systems. Digital transformation and personalized services have contributed to an increase in customer retention levels.

Keywords

customer loyalty, relationship marketing, banking sector, CRM, trust, digital transformation, customer retention, Net Promoter Score

References

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