Published Paper Details:

CRM stands for customer relationship management. It is defined as a process of interacting with the customers from different communication channel. It is an approach where the behavior and needs of the consumers is known by coming into contact with them through different online and offline platforms which ultimately leads to customer retention. In this study discussion about how CRM impact customer retention has been covered. Secondary data was used to justify the analysis with items referring to customer relationship management, customer retention, practices, customer satisfaction, and customer loyalty. The conclusion of the study observed that customer relationship management, customer satisfaction and customer loyalty have significant effect on customer retention. CRM have a positive impact on customer retention. If all the organizations and firms timely and accurately observe CRM, greater retention and loyalty will be created among customers.