Impact Of Crm Practices Of Banks On Customer Satisfaction And Customer Retention

Abstract

The main aim of this paper is to examine the influence of CRM practices of banks on customer satisfaction and customer retention.  For this purpose, responses of 100 respondents are collected through a well framed questionnaire using survey method and analyzed using regression analysis. The results of the study shows that CRM strategies adopted by banks helps to create a satisfied customer base which in turn helps in customer retention.