World Applied Sciences Journal 26 (12): 1653-1656, 2013 ISSN 1818-4952 © IDOSI Publications, 2013 DOI: 10.5829/idosi.wasj.2013.26.12.1564 Corresponding Authors: Dr. Rashid Saeed, Head of Management Sciences Department, COMSATS Institute of Information Technology Sahiwal, Pakistan. 1653 Impact of Customer Relationship Management on Customer Satisfaction Rashid Saeed, Rab Nawaz Lodhi, Sarwat Nazir, 1 2 2 Muzammil Safdar, Zahid Mahmood and Moeed Ahmad 3 4 5 Head of Management Sciences Department, 1 COMSATS Institute of Information Technology Sahiwal, Pakistan COMSATS Institute of Information Technology Sahiwal, Pakistan 2 Professor, Bahria University Islamabad, Pakistan 4 Department of Business Administration, 5 Bahauddin Zakarya University, Sahiwal Campus, Pakistan Submitted: Oct 11, 2013; Accepted: Nov 16, 2013; Published: Dec 4, 2013 Abstract: Today one of the approaches which are creating drone in banking sector is customer relationship management. Relationships have different types and have different meanings. Among different relationships existing in this word, there is a very influencing relationship between customer relationship management and customer satisfaction. This study is carried out on 100 customers of banks of Sahiwal division of Pakistan to find out the impact of customer relationship management and customer satisfaction. Pearson correlation and regression was applied on data and results shown a positive and significant relationship between CRM and customer satisfaction. Future researches can be carried out on large amount of data and with different variables. Key words: Customer Relationship Management Customer Satisfaction INTRODUCTION financial sector served mainly to corporate sector, Core purpose of this study is to discover the impact Nationalization act amendments 23 new banks were of connection between CRM and customer satisfaction. established to support the financial sector, out of which Emphasis of this study will focus on banking industry of ten banks were domestically licensed. In 2010 there were Pakistan. In Pakistan financial liberalization in the banking five public banks in the country and Government issued sector is vastly limited if we compare it with developed license to 25 domestic private banks, six foreign banks world. For almost a year after separation, there was no and four specialized banks subsequently. Due to these central bank in Pakistan. The evolution process of our drastic changes network grew up to 9,348 branches financial sector is quite different as compared to throughout the country which greatly helped public and developed countries financial institutions. Habib Bank – private sector businesses. established in 1941 – was country’s first national bank to As the name suggests Customer relationship support this sector, until the State Bank of Pakistan (SBP) management (CRM) is a model that builds the connection come into existence in 1948. At that time the responsibility between company and customers for long term business assigned to domestic banks was particularly limited. They relations. Technology is being used in this model to were liable for accounting only 25 out of total 195 bank organize business processes, sales activities, but this branches throughout country. Because of this initially the model also helps in marketing and providing technical SBP was given the responsibility to build up profitable support to customers. The ultimate goal of CRM is not banking channels throughout the country, to sustain only to attract new clients but also sustain the existing economic strength and advance trade and export in the client’s base at its maximum level of satisfaction because newly born state. Over the period of time growth in the of this it has great importance for the marketing managers. politicians and the government. In 1991, due to Bank