Exploring the Role of customer Relationship Marketing in Financial Sector

Abstract

This study examines the impact of technological integration, service quality, and customer trust on customer loyalty in the modern retail sector. Using a sample of 188 respondents, data were collected through a structured questionnaire employing a five-point Likert scale. The analysis was conducted using regression techniques in R Studio, with reliability and validity tests ensuring the robustness of the findings. The results indicate that technological integration has a significant positive impact on customer loyalty, while service quality, though positively correlated, was not a significant determinant in this study. Customer trust also showed a positive influence, with marginal significance. The findings contribute valuable insights for businesses aiming to enhance customer loyalty by focusing on technological advancements and building trust. Future research could explore the role of additional factors and extend the study to different industries and regions.