The Impact of Customer Relationship Management Practices on Customer Loyalty via the Mediating Role of Customer Satisfaction in Banks
Lalitha PS
, Dr B Amarnath
Customer Relationship Management, Customer Loyalty, Customer Satisfaction, Public Sector Banks
The study examines customer relationship management practices of public sector banks in Tirupati. There is a need to understand different customer-centric dimensions of CRM with their impact on customer satisfaction. It measures the influence of customer relationship management practices on public sector banks. The research aims to focus the mediating the role of customer satisfaction among CRM practices and customer loyalty. The research deploys by Regression and ANOVA using the IBM SPSS trial version to analyze the mediation effect of customer satisfaction between CRM practices and customer loyalty. 400 Customers of the select public sector banks were collected using a convenience sampling technique. To assess the CRM practices towards public sector banks in Tirupati. The existing study comes up with perceptive outcomes and recommendations about customer satisfaction, CRM practices and customer loyalty.
"The Impact of Customer Relationship Management Practices on Customer Loyalty via the Mediating Role of Customer Satisfaction in Banks", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.5, Issue 9, page no.183 - 192, September-2020, Available :https://ijsdr.org/papers/IJSDR2009031.pdf
Volume 5
Issue 9,
September-2020
Pages : 183 - 192
Paper Reg. ID: IJSDR_192460
Published Paper Id: IJSDR2009031
Downloads: 000347245
Research Area: Management
Country: Chittoor, Andhra Pradesh, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
