Customer Relationship Management Practices and Customer Loyalty in Commercial Banks: An Empirical Study
Journal Title: MUDRA: Journal of Finance and Accounting - Year 2017, Vol 4, Issue 2
Abstract
Differentiating products through best practices, providing timely services to encourage word of mouth publicity, and increasing quality of services through best practices have become benchmarks in retail banking sector in India. A number of research studies have been performed that have highlighted the importance of Customer Relationship Management (CRM) in banking industry and its contribution to customer satisfaction and retention. This empirical paper closely examines the association between CRM best practices and customer loyalty in commercial banks in Kerala. The assessment done based on the opinion of customers exposed that there is a good association between CRM practices and customer loyalty in commercial banks in Kerala.
Authors and Affiliations
Linie Darli, R. Vasanthagopal
Keywords
Related Articles
- EP ID EP623775
- DOI 10.17492/mudra.v4i02.11448
- Views 252
- Downloads 0
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