Abstract:

The aim of this study is to the present scenario, each organization is struggling to succeed in every possible manner. Providing customized products and services to the loyal customers is one of the methods to achieve success. Business organizations can achieve Customer Loyalty by treating different customers in different manners. It is possible to secure the expectations and needs and meeting them is one of the ways of enabling consumer satisfaction. However, the fact that there are many business organizations that offer products and services of the same quality and at the same price interval makes it difficult for the business to secure customer satisfaction. Therefore, it is quite important for the business organizations to be in regular touch with the customers for attaining customer satisfaction and maintaining long term relationship with them. Due to intense competition in Indian Banking Sector, the banks are not only interested in attracting new customers but also in retaining the existing ones. Many banks are facing the problem of customer churning (customer defection), which is like adding water to the leaking bucket. Therefore, it is not enough for banks to be skillful in attracting new customers rather they must retain the existing customers

Description:

CRM, Banking Sector, Customer Loyalty, customer satisfaction