Impact of customer relationship management on loyalty in banking sector Batticaloa city.

Abstract

Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. The purpose of this paper is to determine the impact of customer relationship management on customer loyalty. The sample counted 218 respondents is chosen by convenient sampling method and from the statistical perspective; the conclusions were established in terms of the univariate and bivariate analysis. The data was collected from the customers of private sector bank and public sector bank through structured questionnaires. Likewise, after doing the complex statistical analysis using SPSS and the analysis offered by the structured questionnaire, it can be seen how much it is influenced and the real impact of customer relationship management reflected in the customer loyalty. Statistical tools such as multiple regression, is used for data analysis. The study shows that there is a significant impact on customer relationship management and customer loyalty. The present study confines only to the impact of various dimensions of CRM and customer loyalty. In future, this study can be enhanced by studying the impact of CRM dimensions of private sector banks and public sector banks. Similarly a study also is conducted to study about impact of CRM on customer loyalty of foreign banks.