Customer management and loyalty to the company

This study evaluates the link between customer management and loyalty at Afriland First Bank. It takes into account the fact that this link has not been explored in organizational psychology. At the theoretical level, starting from the dimensions of customer management, six hypotheses were formulated.They were tested in a study conducted in the cities of Bafoussam and Dschang with 355 participants of both sexes, using the already existing customer management and loyalty scales. The data collected confirms the predictions made, as respondents believe that Afriland First Bank's customer management is good and thus contributes to retention (r = 468; p < 0.01; ¿ = 248; p < 0.01). These results can be explained by Afriland First Bank's good commercial policy.