IMPACT OF CUSTOMER RELATIONSHIP ON CUSTOMER LOYALTY IN CELLULAR INDUSTRY: EVIDENCE FROM KPK, PAKISTAN

Due to tough competition in today’s business, it is the basic requirement for companies to build and maintain strong relationshipwith the customers to achieve their loyalty. That’s why customer relationship marketing becomes more important especially in service industry. The aim of this study is to investigate the impact of customer relationship on customer loyalty by focusing on cellular industry. The population selected for the study is university students and staff members in Kohat (KP). 150 respondents were selected through convenient sampling and data has been collected through questionnaires. The statistical analysis revealed that there is significant positive relationship between dependentvariable (customer loyalty) and independent variable (CRM).