The Impact of Customer Relationship Management Quality on Customer Loyalty A Study on Sudanese Banks Sector

Abstract

This research examines the relationship between the Customer Relationship Management Quality (CRMQ) in terms of variables such as trust, commitment, communication, conflict handling and customer loyalty with respect to attitude and behaviour in Sudanese banking sector. The descriptive method is applied in this research. The population of the research is collected from various banks customers. The result shows that communication and conflict handling have significant relation with behaviour loyalty, while other variables of CRMQ have positive significant relation with attitude loyalty except communication variable. The study also provides suggestion for further researches.