The Impact Of Customer Relationship Management (CRM) On Customer Loyalty: An Evidence Of Albanian Banking Sector

Abstract

Customer relationship management (CRM) covers the entire organization from front office to back-office. It is an engagement you make to put customers at the heart of your enterprise. Customer satisfaction and surviving in today's competitive environments require a heart to understand the customers; a brain to analyze; and hands to deliver the products to them. The customers are the main source of revenue as they are the one who pay and generate profit< From our research we concluded that customer relationship management have a significant and positive effect of customer loyalty.