From Relational Learning to Customer Value Creation: An Empirical Study in the Tunisian Retail Banking Sector

Abstract As the banking industry evolves, relational learning is increasingly seen as a valuable approach to facilitating sustainable relationships with customers and enhancing customer value creation. This paper examines relational learning in the banking environment and emphasizes the importance of learning in relation to customer value. In particular, we explore how banks utilize customer knowledge and interaction and subsequently adapt to provide improved service delivery based on customer satisfaction and loyalty levels. We also discuss relational learning frameworks, challenges, and potential future trends. Keywords Relational Learning – Customer value – Service innovation – Transformational leadership – Retail banking – PLS-SEM