Effect of Customer Relationship Management on Customer Loyalty on Selected Banks in Kerala


NOBLE JACOB, Research Scholar, Dr. K. KUMAR, Principal and Research Guide
Department of Commerce, Bharath College of Science and Management, Thanjavur Affiliated to Bharathidasan University, Trichy, India.


The survival of any business depends on its customers, and the most important goal of an organization is to maintain customer loyalty and focus on customer centric approach in their organizational and marketing strategies (Jain & Singh, 2002). In today’s business many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Bowen and Chen (2001) argue that having a satisfied customer is not sufficient, because customer satisfaction needs to have direct impact to customer loyalty.