The economic reforms in India have given a challenging and growing platform to the Indian Banking Industry which has recorded a phenomenal growth in the past two decades. Consequently, the banks have altered and converted themselves into competing and profit - oriented business organizations. In the backdrop of this scenario, the study reviewed implementation of CRM and its impact on service quality and customer retention. An effective CRM programme or strategy to be successful shall be designed and implemented as per the customer's expectations. It is essential in an array to retain existing...