Business Management and Strategy ISSN 2157-6068 2020, Vol. 11, No. 2 117 Evaluating the Impact of Customer Relationship Management (CRM) Strategies on Customer Retention (A Study of Fast Food Chains in Pakistan) Rao Tahir Anees (Corresponding Author) Post Graduate Centre, Limkokwing University of Creative Technology, Cyberjaya, Malaysia Tel: +60 11 5185 6795 E-mail: aneesrao82@gmail.com Nordiana Ahmad Nordin (Co-author) Faculty of Economics and Business, University Malaysia, Sarawak, Malaysia Tel: +60 13 810 1801 E-mail: annordiana@unimas.my Temoor Anjum (Co-author) Post Graduate Centre, Limkokwing University of Creative Technology, Cyberjaya, Malaysia Tel: +60 11 2315 8557 E-mail: tamooranjum@yahoo.com Luigi Pio Leonardo Cavaliere (Co-author) Dipartimento di Economia, Università di Foggia, Foggia, Italy Tel: +39 389 5739195 E-mail: luigi.cavalie@gmail.com Petra Heidler (Co-author) Department of International Business and Export Management, IMC University of Applied Sciences, Krems, Austria