With the opening of the financial market in Kazakhstan,the banking industry is facing fierce competition.Therefore,most of the Kazakhstani banks eager to enhance customer loyalty.Since the birth of the relationship marketing theory,the customer loyalty problem has been paid more attention to theoretical research and corporate practice.With the development and continuous development of customer relationship management theory,the research and practice of customer loyalty issues are also developing.It also promotes the research and practice exploration of customer loyalty to a new stage.Whereas,customer perceived value is often viewed as a strategic tool to attract and retain the customers and building customer loyalty.Understanding the way customers judge and value a bank service is crucial to achieving customer loyalty.It is also believed,that CRM quality: trust and commitment is one of the outcomes of perceived value and has the positive impact related to customer loyalty.Thus,it is important to establish long-term trust relationship with customers which will enhance the commitment of customer and finally will lead to greater customer loyalty.Moreover,image of the bank is believed to moderate the relationship.Therefore,it is often believed that by offering high Customer Value among bank customers there is a high possibility of enhancing Trust and Commitment,which will finally lead to obtaining high Customer Loyalty.Moreover,this study will try to test the assumptions whether image of the bank plays any influencing role to strengthen the effect of above-mentioned relationship.This study reviewed and summarized the theoretical sources and research status of customer loyalty constructs,moreover the current situation of Halyk Bank of Kazakhstan customer loyalty was analyzed.In present study were conducted a survey among citizens of Kazakhstan who were customers of Halyk Bank.The study showed that there is a relationship between customer perceived value and customer loyalty,which indicates that assessing customer value may help to retain customers.As well as repeat usage of bank services led to higher trust levels which enhanced the commitment of customers and led to greater customer loyalty.Finally,results depicted that bank image is an important factor which has moderation impact on customer perceived value and customer loyalty mediated by CRM quality.As if the bank has positive or high image it will strengthen the relationships of customer value and customer loyalty through CRMQ,and on the other hand,if the bank image is negative or low,it will weaken the relationships of value on loyalty through CRMQ.In light of this research we may give a suggestion to the bank managers,to acknowledge that the role of image may create positive or negative perception which may affect the customer loyalty,thus it is vital to maintain relationship with customers in order to have a positive image.