Published Paper Details:

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.