P/M/144. Dissertation. Customer Relationship Marketing and its effect on customer retention. Application of Banking Industry.

This dissertation looks at the customer relationship marketing (CRM) and analyses its effectiveness on customer retention. Hellenic Banking industry was selected in order to illustrate the research and to find out how the CRM practices, in the Greek banking sector, effect on customer retention. Literature review analyses the theories of relationship marketing, customer satisfaction and Greek banking sector. Questionnaire survey was used to collect the primary data. CRM in this industry was found to be not very effective and did not lead to the high customer retention. Recommendations were also drawn upon how banks should improve their CRM practices to reach higher customer retention.