Main Article Content
A firm’s performance depends on the effective execution of its services to customers. Customer relationship management (CRM) is an effective tool used nowadays by various firms to increase its customer base and for maintaining long term relations with its potential customers. Due to the dynamic nature of the business, firms are subject to changes. To manage such changes and providing consistent service to its customers requires effective implementation of CRM process at various stages of the firm’s management. The present study is based on a review of literature for understanding the implementation of customer relationship management process for meeting customer’s expectations by simultaneously delivering such services. A model has been proposed in the study that discusses three stages i.e. initiation, maintenance and termination forming part of customer relationship management process and eventually how the process affects the firm’s performance.