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| Article Name : | | | ROLE OF CRM IN CUSTOMER RETENTION AND CUSTOMER SATISFACTION: BANKING SECTOR PERSPECTIVE | | Author Name : | | | Sanjay Kumar Chaudhary | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ROR-11818 | | Article : | |  | Author Profile | | Abstract : | | | Realising though belatedly, that it is customers on whom depends the ultimate survival of banks and it is they whose willingness to pay for a product or service converts economic resources into wealth and things into goods and it is they who determine what is its business and, what it produces and whether it will prosper, commercial banks have, of late, embarked upon long-term marketing plan with focus on customers. | | Keywords : | | |
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