Importance. The article reviews methods for increasing customer loyalty and challenges of their implementation. Objectives. The research determined the significance and extent of banks' focus on customers during the crisis. The article describes crisis phenomena, analyzes customer loyalty in the Russian banking, investigates the main challenges and proposes how to formulate crisis management programs for loyalty. Methods. The article is based on traditional methods of analysis, i.e. statistical, empirical and marketing analysis. We also resorted to methods of sociological and irrelevant survey and expert assessment. Results. The article identifies, indicates and enlists challenges of developing customer loyalty. Conclusions and Relevance. During the economic crisis, customer loyalty will become the basic factor for keeping and developing successful positions of banks in financial markets through financial and non-financial motivation. The findings may be utilized to formulate market programs for customer loyalty in the Russian banks, and project customer retention prospects.
Keywords: bank, loyalty, financial market, economic crisis, marketing
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