The role of brand building in enhancing banks’ customer loyalty (Analytical Study on a sample of Iraqi private sector banks)

The current research aims to analyze the relationship between brand building as an independent variable and the loyalty of Iraqi private bank customers, depending on the main hypothesis: (the brand building variable has a statistically significant effect on the customer loyalty variable). This research follows the descriptive analytical method with a sample of 200 respondents distributed among decision-makers in a sample of (15) private commercial banks in central and southern Iraq by utilizing Structural Equation Modeling (SEM) and Path Analysis within the software SPSS.V.23 and AMOS.V.23 . The most important conclusions are the nature of the relationship between brand building and the customer loyalty which is positive linear, that means the banks' efforts in the brand building affect the loyalty of their customers.