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The research presented in this article demonstrates that the implementation of Customer Relationship Management (CRM) activities seems to be beneficial in building a good image of the organization in the eyes of customers by making them psychologically satisfied. In today’s competitive scenario it becomes crucial for firms and specially the service organization’s to implement CRM Approach to build up a loyal customer base. The purpose of this research was to increase knowledge and understanding the concept of CRM and its various perspectives. The contribution of this article is to show that what the CRM is and how this approach works for benefiting both customer and organizations.

Paradigm of Customer Relationship Management and its Various Perspectives