Abstract

This study aimed to identify the relationship between customer's knowledge and customer's loyalty of Sudanese commercial banks. The study was applied on arandom sample of400 clients dealing with commercial banks. Statistical tests such as regression analysis and correlation were utilized in the process of data analysis using SPSS program. The study came out with some interesting results; it found a significant relation between customer's Knowledge and customer's loyalty. The study also found that the customer's knowledge would increase the loyalty of the customer who deals with the bank, it turned out that when customer's knowledge increases loyalty increases. The study recommends that commercial banks need to be aware of the Knowledge to costumer because it has a positive impact on the loyalty of customers. In addition, commercial banks need to be oriented toward a culture based on customer's knowledge and a culture of selling knowledge in relationships marketing instead of depending on financial and monetary gains only in their relationships with customers.