Abstract: Businesses have to use relationship marketing to build, maintain, and improve their strong ties with customers in order to keep them as loyal customers. This is because of the high level of competition, the fragmentation of the market, the short life cycles of products, and the growing knowledge and complexity of customers. The goal of this study was to evaluate, using an empirical method, the impact that relationship marketing dimensions (particularly trust and commitment) have on the number of customers that are retained in the banking industry