Effects of Relational Social Capital on Customer Loyalty : A Case Of Commercial Banks In Nakuru Municipality, Kenya

This study examined the effect of relational social capital on customer loyalty in commercial banks. Social capital is an asset embedded in the relationship of individuals, committees, networks or societies. The findings of this research supports the hypothesis that relational social capital significantly influences customer loyalty hence any strategists and managers aiming to achieve customer loyalty should pay close attention to all the elements of relational social capital.