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Published Paper Details:
Assessing the Influence of Customer Relationship Management Practices on Customer Loyalty: A Study of Online Payment Applications in India"
Authors
DR.UMAID RAJ TATER,NITESH SABOO
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Keywords
Key Words o Customer Relationship Management (CRM) o Customer Loyalty o Online Payment Applications o Digital Finance o User Retention o Mobile Wallets o Reward Systems o Trust and Security o Personalization o Customer Experience o FinTech o Consumer Behavior o CRM Strategies o Customer Satisfaction o Digital Engagement
Abstract
Abstract
In the digital age, online payment applications have revolutionized financial transactions by offering speed, convenience, and accessibility. However, with growing competition and user expectations, retaining customers and building long-term loyalty has become a critical challenge for service providers. This research paper explores the impact of Customer Relationship Management (CRM) practices on enhancing customer loyalty in the context of online payment applications.
The study examines key CRM dimensions such as personalization, service responsiveness, user engagement, trust-building, data privacy, and loyalty programs, and evaluates their influence on user satisfaction and repeat usage. A structured survey was conducted among active users of popular online payment platforms like Google Pay, PhonePe, Paytm, and Amazon Pay, using a quantitative methodology supported by statistical tools such as correlation and regression analysis.
The findings reveal that personalized experiences, timely customer support, and transparent communication significantly boost customer trust and emotional attachment, which in turn lead to increased loyalty. Furthermore, CRM strategies that focus on user feedback, grievance redressal, and rewarding loyal behavior were found to be effective in creating long-term customer relationships.
This study contributes to the literature on digital customer engagement and offers actionable insights for online payment service providers. By adopting strategic CRM initiatives, companies can not only enhance user satisfaction but also ensure customer retention and advocacy in a highly competitive fintech landscape.
IJCRT's Publication Details
Unique Identification Number - IJCRT2506568
Paper ID - 289188
Author type - Indian Author
Page Number(s) - e939-e952
Pubished in - Volume 13 | Issue 6 | June 2025
DOI (Digital Object Identifier) -
No Of Downloads - 55
Author Country - India, 342008, JODHPUR RAJ, JODHPUR RAJ, 342008, Management All
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DR.UMAID RAJ TATER,NITESH SABOO, "Assessing the Influence of Customer Relationship Management Practices on Customer Loyalty: A Study of Online Payment Applications in India"", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.13, Issue 6, pp.e939-e952, June 2025, Available at :http://www.ijcrt.org/papers/IJCRT2506568.pdf
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