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This paper s tudies what creates value for customers and how perceived value increases customers ’ loyal ty. An analytical model is presented and applied in the field of Moroccan retail banking industry. The model is tested th rough a quanti tative s tudy using data collected by an online questionnaire. A total of 200 customers of financial enti ties were surveyed, and 20 i tems were tested using the Structural Equation Modeling through Smart-PLS Approach. The results show that the relationship marketing approach is a multidimensional construct composed by trust, commitment and satisfaction. The perceived value based on the PERVAL scale was composed of three components (economic value, social value and emotional value) and represented by 7 i tems. The results confi rm that customers ’ posi tive perceived value has a mediator effect between relationship marketing approach of the providers and customers ’ loyal ty. This article provides an empirical validation of the perceived value s tudy, a little investigated topic in the Moroccan context. It shows the managerial implications of developing such s trategy to maintain long term relationship with customers .

Relationship marketing approach and customer perceived value: An empirical study in retail banks