Author(s): Vijaya Amitesh Gondane, Ganesh Waghmare and Ankita Chavan
The research investigates the impact of Customer Relationship Management (CRM) on brand loyalty in the Star Health and Allied Insurance Co Ltd. The study aims to explicate the refinement dynamics shaping brand loyalty. By investigating real-world an empirical data, the research seeks to provide insights into the crucial role CRM plays in strengthening customer relationships and, therefore enhancing the brand loyalty. Also Study found a link between CRM implementation and customer happiness. The result of the study reveals that CRM has a positive and significant impact on brand loyalty. On the other hand, implementing a CRM strategy is likely to impact customer satisfaction and knowledge. Moreover, Customer engagement gave a significant influence on brand loyalty so Customer satisfaction emerged as the strong factor which influences brand loyalty. Star Health and Allied Insurance Co Ltd emphasis on customer relationship management as a strategic tool to enhance their brand loyalty which achieve the customer value and build a strong bond in between company and customer due to the trust, commitment and customer satisfaction which predicts the brand loyalty.