IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION AND LOYALTY: A STUDY OF TELECOM COMPANIES IN J&K
Keywords:
Customer Relationship Management, Satisfaction, loyaltyAbstract
Customer Relationship Management has been at centre stage of Strategic decision making across the business organizations. Companies have recognised the importance of customer relationships for sustainable growth and development. Telecom companies across the globe are facing tough times in terms of high attrition rate. In India the war is even more intense. in such a scenario CRM has an important role to play for the survival of Telecom companies in highly volatile market conditions. Customer satisfaction and loyalty are the two most debated dimensions of customer behaviour. This paper has examined the Impact of CRM practices of Telecom companies operating in Jammu and Kashmir on customer satisfaction and loyalty. The findings of this paper have revealed that their exists a significant relationship between CRM(independent variable) and customer satisfaction and loyalty( dependent variables).
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