Vol. 5, Issue 12, Part F (2019)
Customer relationship management in Indian banking: An evaluation
Customer relationship management in Indian banking: An evaluation
Author(s)
Vibha Kumari
Abstract
The purpose of this paper is to develop a comprehensive integrated model which helps in explaining the impact of Customer Relationship Management (CRM) dimensions (complaint resolution, customer knowledge, and customer empowerment and customer orientation) on customer loyalty and competitive advantage of a bank. The study also explores the mediating role of customer loyalty in the relationship between CRM and competitive advantage in retail banking.
How to cite this article:
Vibha Kumari. Customer relationship management in Indian banking: An evaluation. Int J Appl Res 2019;5(12):398-400.