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SUMMARY
This study examined five antecedents of customer relationship marketing which are trust, commitment, communication, conflict handling, and competence and the impact of these antecedents on customer satisfaction. Results of this study revealed that trust and competence had a significant impact on customer satisfaction, but commitment, communication and conflict handling did not have any significant impact on customer satisfaction. This result is justified due to the present state of services rendered by banks that do not have any commitment towards their customers, also communication as well as conflict handling capabilities is poor.
