Customer Relationship Management is an antecedent of Customer Loyalty-An empirical evidence with special reference to the Banks in Tiruppur District

Marketing Management

International Conference on "Innovative Management Practices"

The purpose of this paper is to determine the impact of customer relationship management on customer loyalty. The data was collected from the customers of private sector bank and public sector bank through questionnaires. Statistical tools such as multiple regression, factor analysis were used for data analysis. The study shows that there is an impact on customer relationship management and customer loyalty. The study also noticed that banks words and promises are reliable; bank fulfils its obligation to customer, offering advice on how to invest are the predominant variable which has impact on customer loyalty. So the banking sector needs to focus more on these factors, thereby increasing customer loyalty.

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