Abstract
The current study aimed to explain the role of perceived value, service quality, price and image in the enhancement of customer loyalty for a a private banks in AL-Diwaniya city, and determination the relation of correlation and effect between these variables and customer loyalty. To achieve this goal, a questionnaire composed of two parts, the first included the data of demography, the second included the variables of research. Total of (150) questionnaires have been distributed on customers of study banks, where the percent of responses was (100%) and the total of questionnaire that analyzed was (119). Based on the use of statistical tools such as means and standard deviation, hypothetical means, the correlation’s Pearson, regression and coefficient (R2) to test the study of hypotheses. The result revealed the validity of study hypotheses. The study recommended to the necessary of adopt the banks managements the oriented marketing philosophy for attractive customers, in addition to adopt a special programs for distinctive customers awarding to retaining them.
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