Influence of Customer Relationship Management and Relationship building tools towards Customer Loyalty

Indian banking sector is entering into a new milieu with latest banking technology. Deloitte Center for Financial Services conducted a Global Digital Banking Survey across 17 countries which says that banking customers have high attraction towards technology products and services like Apple, Google and Amazon than the brick and mortar system of banking. To stay in the competitive environment banks are following different strategies including services with higher technology like mobile banking, net banking etc., Customer Relationship Management deals with providing quality service, understanding customer needs, satisfying customers, increasing loyalty among customers in the long run. The present study was carried out to know the influence of CRM towards customer loyalty in different banks among Chennai city. 330 sample was collected among different age group of peoples. The findings of the study shows that Technology oriented factors and products offered by banks will have more influence towards their satisfaction which in turn increase their loyalty.