ARCHIVES
VOL. 12, ISSUE 1 (2026)
Analysis of customer relationship management practices on word of mouth through customer loyalty (With Special Reference to Public Sector banks in Virudhunagar district)
Authors
Dr. K Ganesha Moorthy
Abstract
This study examines the influence of Customer
Relationship Management (CRM) practices on word of mouth in public sector banks
within Virudhunagar District, emphasizing the mediating roles of customer
satisfaction, customer retention and customer loyalty. Using data collected
from 384 respondents and analyzed through Structural Equation Modeling (SEM),
the findings reveal that effective CRM practices significantly enhance customer
satisfaction and retention, which subsequently strengthen customer loyalty. Loyal
customers further contribute to positive word-of-mouth communication, improving
the banks’ reputation and customer base. The study highlights the crucial role
of CRM as a strategic tool for public sector banks to enhance quality service,
build long-lasting relationships and achieve competitive advantage.
Download
Pages:347-350
How to cite this article:
Dr. K Ganesha Moorthy "Analysis of customer relationship management practices on word of mouth through customer loyalty (With Special Reference to Public Sector banks in Virudhunagar district)". International Journal of Commerce and Management Research, Vol 12, Issue 1, 2026, Pages 347-350
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.