Customer relationship management: A strategy to sustain the organization's name and products in the customers' minds

This research aims at identifying the factors that play a significant role in the forming of customer behavior toward the brand or the organization. After previewing the literature of marketing, the researcher found that the human resources management activities are the main contributors in retaining the brand's name and the organization's name stuck in the customer's mind. The study confirms that CRM is a complex concept requiring appropriate business process and integrated systems. in addition, the study demonstrates the relevance of the need for effective leadership, sourcing, communication and evaluation within CRM strategies.