Abstract

In the contemporary and highly competitive Indian banking environment effective Customer Relationship Management (CRM) has emerged as a strategic imperative for banks seeking sustainable growth customer retention and enhanced profitability. This study explores various models of CRM implemented within Indian banks and assesses their efficacy in fostering customer loyalty satisfaction and long-term engagement. By reviewing extant literature and employing a mixed-methods approach the research identifies critical dimensions of CRM models including technology integration service customization customer segmentation and feedback mechanisms and evaluates their impact on customer behaviour and bank performance. Primary data was collected through structured questionnaires and interviews with customers of selected public and private sector banks while secondary data comprised bank reports annual statements and existing academic and industry studies. The findings indicate that CRM models combini