Impact of CRM on Retail Banking Customers Perception of Satisfaction and Loyalty: A Case Study of Pakistani Banks

Abstract

Banking industry is the financial backbone of the country's economic growth and stability. Besides financial services banking is now playing a partnership role in business and personal needs of the people. The main objective of the study is: to examine and evaluate the role of Customer Relationship in banking sector, to observe CRM impact on the customer satisfaction and loyalty level. This study provides opportunity to the banking sector to understand customers' expectations and perceptions of CRM practices presently offered by the banks.  CRM refers to the management philosophy and practice for keeping customers closer to the business activities and culture to improve customer satisfaction level, seek long term relationship and deliver relevant products or services to customers. We have used the format of five-level Likert item data collection and measurement purpose. Research results indicate that overall reliability is .797 and item-wise reliability is also above .776 except for one item which remains at -.575. and therefore, overall reliability and validity statistics are satisfactory. F value is above 3,84, t value is above 1.96 and sig value is less than 0.05. This also indicates significance of tested data. Coefficient values indicate strong relation between the factors. Sig value of al hypotheses is less than 0.05 except for customer information and therefore one of the hypotheses is rejected. Present study benefited from the previous studies and results have been found in accordance of all previous studies to a large extent. Previous studies cited in current studies provide historical and theoretical back ground and significance of the topic which is valuable information for researchers. Results of the previous studies provide a mile stone and offer necessary guidelines for the next generation researchers.