Main Article Content
The review of Literature focusses specifically on the role of CRM in building customer satisfaction and loyalty. CRM is a set of practices that organizations adopt to maintain and increase their customer base. The results found are diverse in terms of the publication trend, CRM classification, industries and countries studied. The three dimensions that have been frequently used in prior studies that address the impact of CRM on customer satisfaction and loyalty are Service Quality (SQ), Service Access (SA) and Handing Complaints (HC). These factors are found to have profound effect on customer satisfaction and loyalty. The study benefits both academicians and practitioners in the context of adding to the existing literature on CRM and providing insights on what drives CRM in real practice.