Abstract
The landscape of banking in India has undergone significant changes with the advent of technology and evolving customer expectations. This research paper critically examines the strategies employed in Customer Relationship Management (CRM) within the Indian banking system and their impact on customer loyalty. By analyzing CRM practices, their implementation, and their influence on customer retention and satisfaction, this study aims to provide insights into how banks can enhance their CRM strategies to foster greater customer loyalty and achieve competitive advantage.
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Piyush Prabhakar
Research Scholar, Department of Management, Himalayan University, Itanagar, Arunachal Pradesh
Dr. Sapna Bansal
Research Supervisor, Department of Management, Himalayan University, Itanagar, Arunachal Pradesh
Received: 02-03-2017, Accepted: 08-05-2017, Published Online: 17-05-2017