An Empirical Study on CRM Practices and Customer Loyalty with Reference to BSNL

The customer relationship management is playing vital role in engaging the customer in a competitive world especially in service sector. The present study has made an attempt to examine the CRM practices impact on the customer loyalty. The study has considered the BSNL as the sampling telecom company. The study adopted the convenient sampling method to collect the primary data. The study framed the two objectives and applied the various statistical tools. The study has considered the bivariate correlation to know the CRM practices relationship with the customer loyalty and the result indicated significant relation exists. The structure equation model has been applied and the result reveals that the impact of CRM practices on the customer loyalty has been observed. The study indicated that the service quality and brand image are having the significant effect on the loyalty of the customer in telecom sector (BSNL). This paper is useful to the telecom companies, TRAI and academic researchers.