THE IMPACT OF COMPETITIVE ADVANTAGE, CUSTOMER SATISFACTION AND CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY: AN EMPIRICAL ANALYSIS OF BANKING SECTOR OF PAKISTAN

Abstract

This research examines relationship between customer relationship management (CRM) and factors that affect the customer loyalty in banking sectors. These factors mainly include Satisfaction and Competitive Advantage along with CRM as Independent Variables, while Customer Loyalty is Dependent Variable. Analytical findings of this research showed significant impact of these factors upon Customer Loyalty.