Today, many businesses such as banks, insurance companies, and other service providers realize the importance of Customer Relationship Management (CRM) and its potential to help them acquire new customers retain existing ones and maximize their lifetime value. CRM is about creating a competitive advantage by being the best at understanding, communicating, delivering and developing existing customer relationships in addition to creating and keeping new customers.. However, a successful CRM strategy calls for a perfect alignment between strategy, processes, technology and people. The present paper study explores the association between CRM and customer loyalty in banks of j&k (public and private sector banks) located in the Kashmir valley. The study has been undertaken in the retail banking industry, with a sample of 111 retail banking customers. The paper presents insights into factors influencing relationship banking, its value as a part of retail business banking proposition, as well as its impact on customer loyalty. The paper concludes that a relationship banking offering adds value with regard to customer loyalty. The results present a remarkable difference between perceived levels of customer loyalty positively.
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