Browsing by Author "Abdul basit"

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    Mediating role of customer satisfaction with relationship crm and customer loyalty
    (UMT.Lahore, 2022) M. Ali Asghar; Abdul basit; Anas Irfan; M.Usama Farooq
    The objective of this research is to measure the impact of customer relationship management strategy on customer loyalty as a mediator of customer satisfaction. The sample of this study is 201 and the questionair includes 24. This research is based on quantitative nature. The survey collects data from respondents through question air. Calculate SPSS to study the Hypothesis of this investigation. The finding of this research show that customer experience, service quality, and Trust have an impact on customer satisfaction, customer Loyalty. The study utilizes a quantitative research approach by collecting primary data through a survey of 201 customers of selected banks in Pakistan. The data is analyzed using descriptive and inferential statistics to test the hypotheses .The findings of the study indicate a positive relationship between customer loyalty and CRM. The study suggests that customer loyalty significantly influences the level of customer engagement, customer satisfaction, and retention in the banking sector. Furthermore, the study found that customer loyalty positively affects the level of trust and commitment that customers have with their banks, which in turn leads to an increase in customer loyalty. The study recommends that banks should develop and implement effective customer loyalty programs to enhance customer engagement, satisfaction, and retention. Furthermore, banks should adopt a customer-centric approach to CRM to build long-term relationships with their customers. This study provides valuable insights for managers in the banking sector in Pakistan to understand the importance of customer loyalty in CRM and develop effective strategies to enhance it.