Does Implementation of Customer Relationship Management (CRM) Enhance the Customer Loyalty? An Empirical Research in Banking Sector | ||
| Interdisciplinary Journal of Management Studies | ||
| دوره 14، شماره 2، تابستان 2021، صفحه 401-417 اصل مقاله (713.47 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2020.302683.674075 | ||
| نویسندگان | ||
| Selvalakshmi Gopalsamy* 1؛ Suganthi Gokulapadmanaban2 | ||
| 1Head of the Department (Commerce), Trinity College for Women (Arts and Science), Namakkal, Tamilnadu, India | ||
| 2Research Scholar (Commerce), Periyar University, Salem, Tamilnadu, India | ||
| چکیده | ||
| Managing mutual relationship with the customer is a decisive task in every sector. Many earlier research outcomes evidenced this as a major drawback, particularly in the banking industries, as they are not using this asset as a competitive advantage for retaining their customers. Taking this as a core issue, this study concentrates on evaluating the consequence of customer relationship management practices on customer loyalty with 779 respondents who were the clients of public and private sector banks located in India and were selected using simple random sampling technique. Various quantitative techniques were carried out and the results emphasized that the CRM has a positive influence on loyalty through customer knowledge management, customer satisfaction, and customer trust, and all were all found as significant drivers to customer’s trustworthiness. This study recommends bankers to provide reliable services to their customers and make them satisfied, as it is the forerunner for creating loyalty. | ||
| کلیدواژهها | ||
| Customer relationship management؛ Knowledge management؛ Loyalty؛ Satisfaction؛ Trust | ||
| مراجع | ||
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