This Dissertation is elaborated under the framework of Greek financial sector, in order to prove that a positive relationship between customer satisfaction and customer loyalty exists and moreover, that this relationship leads to profitability. The idea of working on this particular project came from all the attention that has been paid to banks and financial institutions, especially by governments all over the world, due to the recent financial crisis. Banks and financial institutions are a quite important part of every society and economy and are responsible for a big part of this recent tough economic environment. This particular study uses a sample of 194 clients of the six largest financial institutions in Greece. The results are presented at the final chapter and show us if the initial hypothesis, which was tested, was true, as well as proposes and measures that banks could take, in order to satisfy their clients and thus stimulate their profitability
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