The objectives of the research are to discover the following points: (1) the situation of relationship marketing quality (financial, social, and customization bonds), and customer loyalty of BNI private banking; (2) the effect of relationship marketing quality on the customers loyalty. The sources of data are all customers of BNI Prima product at each branch offices of BNI bank which offered by BNI Prima product in marketing area of East Java. The election of 144 respondents that are planned uses simple random sampling technique and allocated proportionally, the methods of collecting data are questionnaire, interview, and slider of document. The methods of analysis are: (1) descriptive analysis; and (2) hypothesis testing by Structural Equation Modeling (SEM).The result of descriptive analysis are: (1) wholistically, the level of relationship marketing quality (financial, social, and customization bonds) is very high effectiveness category, but dissatisfied category; (2) wholistically, the level of customer loyalty to BNI Private Banking is quite high category;(3) the results of hypothesis testing is the relationship marketing quality (financial, social, and customization bonds) performance influence positively and significantly on the customers' loyalty.