Abstract

Purpose: The focus of this paper is providing a suggested approach to the nature of the relationship between the customer engagement and customer loyalty through the mediation role of the customer value.

Methodology/approach: Through its selection of commercial banks in Egypt and the use of statistical analysis method SPSS.11. The data was analyzed using the AMOS pathway analysis to identify the nature of the relationships between variables.

Findings: An artistic approach to understanding develop a model of the the relationship between customer value and customer loyalty within a mediating role of customer engagement in some commercial banks in Egypt. The research found that CE and CL improve the ability to building more effective customer service.

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