The Impact of Customer Relationship Management on Customer Satisfaction: Special Reference to Sri Lankan Leasing Companies

Management

Nowadays organizations are struggling in the business environment due to the COVID 19 pandemic situation and instability economic conditions. Therefore, in the competitive environment, all organizations are facing big challenges regarding maintaining long term relationships with their customers to sustain for the long term. This study aims to analyze the impact of Customer Relationship Management (CRM) practices on customer satisfaction in the context of Sri Lankan leasing companies. In this study, the independent variable is CRM whereas customer satisfaction is the dependent variable. CRM is discussed by using four dimensions which are e-service quality, website design, employee behaviour and relationship development. Data were collected by using a survey and the Convenience sampling method was utilized. The findings of this study represent that, there is a positive impact of CRM components on customer satisfaction. Therefore, leasing companies need to pay more attention to customer relationship management dimensions over the competitive financial sector institution to maintain customer satisfaction and long-term customer relationship. The findings of this study will help the marketers in devising new strategies in terms of CRM and customer satisfaction to gain a competitive advantage in the marketplace.

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