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| Article Name : | | | ASSESSING THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON CUSTOMER LOYALTY IN BANKING SECTOR | | Author Name : | | | V. Krishnamoorthy , L. Eswaran and P. Karthikeyan | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ROR-1208 | | Article : | |  | Author Profile | | Abstract : | | | The purpose of this study is to examine the impact of the customer relationship management dimensions on customer loyalty in banking sector. The study identified six antecedents of customer relationship management in commercial banks. These are Commitment, Conflict Handling, Customer Interaction, Process-Driven Approach, and Technology Orientation. Among the identified dimensions, Process – Driven Approach was regarded as the highly viewed antecedents of CRM. The study revealed that Customer Interaction, Organizational Commitment, Responsiveness, Technology Orientation, Process – Driven Approach has a significant impact on Customer Loyalty. The identified dimensions may help the banking sector to design suitable policies and strategies regarding customer relationship management in the banking sector. | | Keywords : | | - Customer Interaction
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