This study aims at discovering the mediating role of switching costs in the relationship
between adapting the three relationship marketing programs (financial programs, social programs,
structural programs) and customers loyalty of Syrian private b
anks in Syrian costal area. The
sample of this study withdrew randomly from the population of the study. The data collected
through pre-designed questionnaire which was directed to those customers. This study finds that
there is a positive impact of the three relationship marketing programs (financial programs, social
programs, structural programs) on both customers loyalty and switching costs, which in turn have a
positive impact on customers loyalty. The perceived switching costs play a mediating role in the
relationship between relationship marketing programs and customers loyalty. This study
recommends Syrian private banks to build a strong relationships with their customers in a long
term by adapting the three relationship marketing programs.