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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH
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ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016
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Paper Title:	The Impact of Customer Relationship Management Practices on Customer Loyalty via the Mediating Role of Customer Satisfaction in Banks
Authors Name:	Lalitha PS , Dr B Amarnath
Unique Id:	IJSDR2009031
Published In:	Volume 5 Issue 9, September-2020
Abstract:	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.
Keywords:	Customer Relationship Management, Customer Loyalty, Customer Satisfaction, Public Sector Banks
Cite Article:	"The Impact of Customer Relationship Management Practices on Customer Loyalty via the Mediating Role of Customer Satisfaction in Banks", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.5, Issue 9, page no.183 - 192, September-2020, Available :http://www.ijsdr.org/papers/IJSDR2009031.pdf
Downloads:	000337072
Publication Details:	Published Paper ID: IJSDR2009031 Registration ID:192460 Published In: Volume 5 Issue 9, September-2020 DOI (Digital Object Identifier): Page No: 183 - 192 Publisher: IJSDR \| www.ijsdr.org ISSN Number: 2455-2631

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