CUSTOMER RELATIONSHIP MANAGEMENT AND ITS IMPACT ON CUSTOMER LOYALTY IN SELECTED PRIVATE BANKING INSTITUTIONS OF HYDERABAD DISTRICT

This study investigates customer behavior and corporate reputation in the marketing context, mostly in small and medium-sized enterprises. Therefore, this study is intended to evaluate the relationships among customer communication, customisation, Interaction, SERVEQAL Factors and customer loyalty. The main objective of the study is to examine customer relationship between customers, corporate reputation and customer loyalty in the Hyderabad context. To fulfill this objective, we collected data from private bank customers operationalized in Hyderabad city. The data were collected through structured questionnaires and 232 reliable respondents were used for further analysis, AMOS and SPSS.21 was used for hypothesis testing. Descriptive statistics of respondents were conducted through SPSS, while measurement model and structural model were conducted through the AMOS, and findings suggest that customer relationship management and corporate reputation have a positive and significant impact on customer loyalty. In addition, interaction doesn’t effect on positive relationship between customer relationship and customer loyalty.

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