CUSTOMER RELATIONSHIP MANAGEMENT QUALITY AND CUSTOMER LOYALTY: EVIDENCE FROM SUDANESE BANK CUSTOMERS

Businesses practice numerous ways to make sure that their customers are happy; they allocate customer service department for serving customers. However, Customer service is not a department; it is an attitude that affects the judgment of the customers about the service offered by the company. This study aimed to examine the relationship between Customer Relationship Quality in terms of trust, commitment, communication, conflict handling and customer loyalty by examining attitude and behavior in Sudanese bank sector. Convenience sampling technique was used to collect data from various Sudanese bank customers In Khartoum; Data was analyzed using SPSS.16. The study tested the relationship between the variables and revealed that (communication and conflict handling) have significant relationship with behavior loyalty of Sudanese bank customers, while other variables of CRMQ have positive significant relation with attitude loyalty except communication. The study also provides direction for future studies. Managerial and theoretical implications are further elaborated.