The Role Of Customer Relationship Management And Relationship Maintenance On Customer Retention- An Exploratory Study | Mohammed Alamgir & Mohammad Nasir Uddin

A Customer Relationship Management (CRM) model assists a firm in maintaining effective relations with their customers. A good number of researchers focused on CRM; a move towards the consolidation of CRM and relationship maintenance (RM) which in existing literature is thin. Hence, the main objective of this research is to examine the role of CRM and RM on customer retention (CR). In this research, a qualitative research approach has been taken, where ten relationship managers of different banks of Bangladesh have been interviewed, to determine the primary factors along with some other relevant variables. A content analysis technique has been applied to further develop a research model and analyze the data. The interview outcomes identified sixteen major variables that affect CR. The study also includes research and managerial implications of the model.