The banking sector in Malaysia has witnessed radical development, fostering intense competition among various financial institutions. In this dynamic environment, banks face an imperative need to ensure customer satisfaction for long-term sustainability. Central to this effort is the establishment of strong, enduring relationships with customers. However, identifying the critical factors that contribute to successful customer relationships poses a significant challenge, demanding rigorous research and analysis. This book addresses this critical agenda by investigating the essential factors necessary for the successful implementation of Customer Relationship Management (CRM) in the Malaysian banking industry and exploring their impact on customer satisfaction.