This document summarizes a presentation about a study examining the impact of relationship marketing strategies on customer loyalty. The study looked at how trust, commitment, communication, and conflict handling influence customer loyalty among 220 bank customers in Malaysia. The results showed that when banks are trustworthy, committed to customers, good at communicating, and able to handle conflicts well, their customers tend to be more loyal. Relationship marketing aims to build long-term relationships between companies and customers through mutual rewards.