Abstract:
Customer relationship marketing played and still plays a significant role in the contemporar environment.
This paper investigates the determinants of customer relationship marketing in banking in 502
respondents. For this paper a quantitative approach has been used. Primary and secondary data w conduct
the study. To draw the valid conclusion and test them empirically, sophisticated statistica Exploratory
Factor Analysis (EFA) has been used. To further determine the reliability of the da Meyer_olkin (KMO)
and Bartlett Test of sphericity were determined. The study reveals that four factor extracted from the
analysis that together accounted 54.893% of the total variance. These factors were as convenient
opportunism, information sharing, completeness and desire.
