THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION

This study investigates the role of Customer Relationship Management (CRM) on customer satisfaction, with a focus on how CRM practices influence service quality, customer loyalty, and overall satisfaction levels. The research adopts a quantitative approach using survey methodology to gather primary data. The target population comprises customers of a selected organization, and a sample size of 180 respondents was used. Structured questionnaires were administered to collect data, and the responses were analyzed using descriptive and inferential statistics. Findings reveal a significant positive relationship between CRM practice and customer satisfaction. The study concludes that implementing a customer-focused CRM system enhances customer experience and loyalty. Based on the findings, the study recommends continuous staff training on CRM tools, implementation of customer feedback systems, and development of policies that support customer engagement. These steps are crucial for organizations aiming to sustain competitive advantage and long-term customer relationships.