Prof. Harshal Raje,Dr. Sanjay Kumar Jadhav 

ABSTRACT

In this research paper, the researcher tries to find out the various components of Customer Relationship Management (CRM) at banks & the correlation between various components of CRM with the Customer Loyalty. This research paper will serve as a useful tool for banks to effectively deal with the customers for enhancement of Customer Loyalty. The researcher tried to find out the various aspects of Customer Loyalty in Banks. The researcher has selected this topic for this research as it is well known fact that in today’s era of cut throat competition in entire service sector & especially in commercial banking industry, one of the most important criteria of growth as well as survival for banks is CUSTOMER RELATIONSHIP MANAGEMENT (CRM). The bank which manages its customer relationships more effectively & efficiently is more likely to be the market leader. Key Words: Customer Relationship Management (CRM), Customer Loyalty.