Customer Loyalty in Retail Banks.

Customer Loyalty in Retail Banks: Tower Group is offering a new research paper on customer loyalty programs. Mention "customer loyalty programs" to most bankers, and their first thought is typically of product-oriented programs like credit card programs that reward customers with airline miles. Though product-centric programs have been successful in building loyalty to products, they do not necessarily represent the most effective method of building customers' loyalty to their banks. Banks need to focus on loyalty programs that are relationship oriented. The paper is entitled, "Customer Loyalty in Retail Banks: Time to Move Beyond Simple Programs or a Product Orientation." www.towergroup.com