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In recent years, the banking industry has witnessed intense competition with its lots of opportunities and threats. Customer loyalty is a critical factor to achieve success in today's complex market. Because it increases profits through the barrierto shift the customers’ tendency towards rivals and increases the ability inpower of responding to their threats. Using the relationship marketing approach, while developing a longterm relationship with the customer, activities which are important and valuable in their sight can be identified, strengthened and improved and more customers can be attracted and made loyalty to the organization and its brand.Hence, the identification ofrelationship marketing and its foundations is an essential factor for the bank managers. The aim of this study was to investigate the effect of relationship marketing on brand loyalty ofbank’s customers. According to Morgan Table, 384 questionnaires consisting of 20 questions in order to test the hypotheses were distributed among customers of Bank Refah Kargaran in four areas of Tehran. The method was descriptive survey method and sampling method was a multistage random sampling. Pearson correlation test and regression and SPSS 16 software were used in order to test hypotheses and analyze the collected data. The results show that variables of Trust Commitment – Communication, which are the foundations of relationship marketing, have a significant impact on customer satisfaction and brand loyalty.Another finding of the study is that the variable of customer loyalty is an important factor in customer satisfaction.

Effect of Relationship Marketing on brand loyalty between customers of Bank Refah Kargaran in Tehran city – Iran