The Customer Loyalty vs. Customer Retention: The Impact of Customer Relationship Management on Customer Satisfaction

In this competitive world, companies should sustain good relationships with their consumers. CRM (customer relationship management) program can improve the company’s customer satisfaction; to satisfy customer need different processes and technique are established to make the CRM more effective. This research is proposed to determine the relationship between customer loyalty and retention. Also, this research examines the impact of Customer Relationship Management (CRM) on Customer Satisfaction. The target population of this study is customers of the tourism industry in India ( n = 300). Then, regression analysis is carried out in order to discover the link between the variables. This study result shows that service quality and employee behavior of customer need and satisfaction with the effect of different significant of positive relation of both the variables. To make the customer satisfied and to retain their company the CRM should be strong and reliable with the consumers. CRM plays a vital role in increasing market share, high productivity, improving in-depth customer knowledge, and customer satisfaction to increase consumer loyalty to the company to have a clear view of who is their customer, what are the need of their customer and how can satisfy their needs and wants their customers.