Main Article Content
Abstract
This paper evaluates the association of factors of customer relationship management and customers’ satisfaction in the sector of banking. Banking sector is one of the most innovative and dynamic sector in this country. Therefore banks are now using the various factors of CRM to attract the fresh as well as retain the existing customers to enhance its profitability. In financial sector there are numerous players operating the in this country which leads to the stiff competition among the banks. To attain the competitive advantages banks are using the CRM as a critical strategy. In this paper five factor of CRM are studied which are reliability, responsiveness, empathy, tangible and assurance. This study is conducted on the customers of AXIS bank in Malout, Punjab. The quantitative approach is employed in this study. In this study 100 customers of AXIS Bank are selected as respondents. Bivariate correlation is used to assess the association between the factors of CRM and customers’ satisfaction.