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The front-office employee is an important source of customer loyalty, which contributes to the competitive superiority of the bank, since it is always in direct contact with the customer. Thus, their behavior is essential to maintain this relationship. The main objective of this article is to study the impact of the behavior of front-office employee, satisfaction and trust in the customer loyalty of bank customers. The analysis of the results confirmed the existence of a significant relationship between the different variables on the loyalty of bank customers.

Analysis of the impact of the behavior of front-office employee, trust and satisfaction on the customer loyalty of bank customers