The Impact of Customer Relationship Management and its Significant Relationship to Customers’ Satisfaction in Cooperative Banking (A Case Study of Kangra Central Co-operative Bank)

Abstract

Customer relationship management is the durable and the most effective approach in maintaining and creating relationship with
customers. Once this personal and emotional relationship is built, it is very easy for any organization to identify the actual needs of
customer and help them to serve them in a better way. Business organization would not flourish until and unless their customers
are happy; this is the reason, why Customer Relationship Management (CRM) is so important? In the present competitive business
environment attracting and retaining customers is a challenging task for business organization. To grow, businesses do any only
need to attract new customers but also to hold on to existing customers.