The Impact of Customer Relationship Management (CRM) on Customer Loyalty (A Study of Public Sector Banks in Moradabad District)

Author:K. C. Guptaa*, Nikhil Ranjan Agarwalb

Abstract:
CRM is basically a methodology and software that helps an enterprise to manage its customer relationships in an efficient way. CRM includes all business processes like sales, marketing and service that serve the customer in everyday business activities. In the competitive business environment, customer has become an important constituent for success. Therefore, this paper focuses on determining the impact of CRM on customer loyalty. This paper has noticed that banks words and promises are reliable and the bank is fulfilling its obligation towards the customers. It is offering them valuable advice on how to invest. It is the prominent variable which has impact on customer loyalty. So the banking sector needs to focus more on these factors, thereby increasing customer loyalty. Hence the concept of CRM may be emphasized so that the customers are treated royalty in relation to banking services. Therefore, the banks need to improve customer satisfaction in the utilization of various modern banking services and must provide more customer friendly services to make modern banking activity a delight for the customer.

Keywords:Keywords: CRM, Customer Loyalty, Public Sector Banks, Multiple Regression and Factor Analysis.

DOI:

International Journal of Trade & Commerce (Vol: 7 Issue:1)