Journal Press India^®

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Companies are working to enhance their financial service procedures through relationships with customers to succeed and effectively compete in the market. Customer Relationship Management Practices (CRM) affect customer satisfaction in retaining customer loyalty in the private sector bank. This investigation is conducted to know the causal relationships that exist between acquisition, enhancement, information, satisfaction and loyalty. There were 258 samples collected from banks’ customers using a convenient sampling method via a structural questionnaire. Confirmatory factor analysis was used in the development and refinement of the research instrument. The suggested model’s fitness and its causal relationship have been investigated using structural equation modeling (SEM). The consequences of the research highlighted that customer satisfaction is significantly impacted by customer acquisition, enhancement, information, and customer satisfaction has a high impact on loyalty. CRM affects customer satisfaction, which helps to keep customers in the long term in private sector banks.

Keywords

Customer Relationship Management; Banking Industry; Customer Loyalty; Customer Satisfaction

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