Journal Press India^®

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Differentiating products through best practices, providing timely services to encourage word of mouth publicity, and increasing quality of services through best practices have become benchmarks in retail banking sector in India. A number of research studies have been performed that have highlighted the importance of Customer Relationship Management (CRM) in banking industry and its contribution to customer satisfaction and retention. This empirical paper closely examines the association between CRM best practices and customer loyalty in commercial banks in Kerala. The assessment done based on the opinion of customers exposed that there is a good association between CRM practices and customer loyalty in commercial banks in Kerala.

Keywords

Customer Relationship Management (CRM); Commercial banks; Retail banking; Best practices; Customer loyalty

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