EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION AND LOYALTY

The Customer Relationship Management (CRM) is the highly valued in market for existing and current customers. In this research we explore the effect of CRM on factors such as customer satisfaction and customer loyalty. Since CRM is defined as an important key in business among companies to maintain and increase their customers base. In this study we look for various factors that are necessary for an effective CRM. In this research, we concentrate on these issues that are fetching importance to higher level officials in an organization: is there a relationship between CRM with customer satisfaction and loyalty in Indian organizations? If so then how we can relate CRM with customer satisfaction and loyalty? With globalization industries are growing rapidly and with ever growing industries, competition is also increasing. Further with appropriate statistical analysis the hypotheses framed in this study is validated and the results shows high positive correlation among the variables considered for the study.