Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram

This study investigates the impact of Customer Relationship Management (CRM) practices on Customer Satisfaction (CS) in the banking sector of Chattogram, Bangladesh. Focusing on three primary CRM constructs—Service Quality (SQ), Handling Complaints (HC) and Employee Behavior (EB)—the research aims to identify which factors most significantly influence customer satisfaction. Using a sample of 108 respondents obtained through convenience sampling, the study employs quantitative analysis via Statistical Package for Social Sciences (SPSS) to analyze the relationships between these CRM elements and customer satisfaction levels. The descriptive statistics indicate high mean scores for all CRM constructs, suggesting generally positive customer perceptions. The results demonstrate that complaints handling has the strongest positive impact on customer satisfaction, followed closely by service quality, while employee behavior has a moderate effect. Based on these findings, key recommendations for banks include enhancing complaints resolution processes, standardizing service quality and investing in CRM technology to optimize customer interaction management. This study underscores the importance of effective CRM practices in improving customer satisfaction within Chattogram’s banking sector and provides actionable insights for banks aiming to strengthen customer relationships and enhance satisfaction outcomes. The findings contribute to the growing body of CRM literature and provide valuable guidance for banks looking to refine their customer-centric strategies in a competitive market environment.