INTERNATIONAL JOURNAL OF ADVANCE RESEARCH
IN MULTIDISCIPLINARY

The objectives of this research were twofold: (1) to examine the impact of customer relationship management (CRM) and customer experience quality on customer loyalty at India Retail Bank, and (2) to evaluate the role of corporate image as a mediating variable. This study employed a quantitative research approach. The sample consisted of 500 customers who use credit services for entrepreneurs at India Retail Bank in the central region. Multistage random sampling was used, and data were collected through questionnaires. The data were analysed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, specifically regression analysis. The research findings indicated that both CRM and customer experience quality significantly influenced the corporate image of India Retail Bank, with statistical significance at the 0.01 level. Furthermore, corporate image was found to partially mediate the relationship between CRM, customer experience quality, and customer loyalty at India Retail Bank. These findings suggest that developing effective CRM strategies and enhancing customer experience quality can improve the corporate image, which in turn fosters greater customer loyalty at India Retail Bank.