Actuality of the subject. Banking financial institutions are the institutions that participate on the banking market by offering competitive products and services which are affected by various risks that might limit their circulation and selling.  A great number of banks understand that, offering only the standard set of services, it is not possible to extend the business and working with the customers who bring the greatest cash-flow, it is necessary of an individual product or to create a new one. To be successful on the domestic and foreign market the banks focus more and more on understanding the implicit and explicit requirements of the customers, in order to increase continuously the degree of satisfying their needs and expectations, taking into account both current customers and prospective customers. Moreover, in order to maintain the competitive position on the market, the banks adopt and demonstrate a clear orientation towards the client and particularly through a continuous evaluation of customers’ satisfaction, but also through a constant assessment of accomplished performances. The purpose of the research consists in identification of the bank customer loyalty performance policy in a competitive environment. The loyalty policy is a management strategic solution, with a view to continuously improve the relationships with the client, in a competitive market where the success consists not only in providing a variety of products, but at the same time of a differentiation of services offered by them. Methodology of research: study of the profile literature, systemic method, logical method, analogy, analysis and synthesis, induction and deduction, graphical method, comparison, method of analytical tables. In conclusions and recommendations there is determined the final generalization of the performed study on customer loyalty policy research in terms of increasing the bank’s profit.