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This study aims to evaluate how effective CRM strategies are in promoting customer loyalty within ESAF Small Finance Bank.

July 4, 2026Open Access

A Study on the Effectiveness of Customer Relationship Management (CRM) Strategies on Customer Loyalty with Reference to ESAF Small Finance Bank at Salem

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This study aims to evaluate how effective CRM strategies are in promoting customer loyalty within ESAF Small Finance Bank.
Descriptive research methodology
Sample size of 120 active retail banking customers
Use of structured digital questionnaire and advanced statistical tools for analysis.
The ease of digital banking interface, service delivery responsiveness, and transparency in financial charges significantly improve customer loyalty.
Customized financial solutions display a strong positive impact on loyalty vectors.

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Empirical study shows CRM strategies enhance customer loyalty in retail banking, indicating strategic importance for success.

Dr.T.N.Sreenivasan Prabakaran.V (2026) studied this question.

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