This study seeks to investigate the impact of customer relationship management (CRM) elements, including customer orientation, modern communication channels (technology), customer database, service quality, and good customer relationships, on achieving loyalty among customers of commercial banks. The study adopted a descriptive-analytical approach, developing a questionnaire to collect primary data from a sample of employees of commercial banks. A total of 190 questionnaires were distributed, of which 165 were valid for analysis. These were distributed among employees of 18 commercial banks. Statistical Package for the Social Sciences (SPSS) was used to analyze the study’s data. The study found that commercial banks implement CRM, with ‘good customer relationships’ ranking highest and ‘customer database’ ranking lowest. The study also found that commercial banks have achieved a high level of customer loyalty. The dimensions of CRM, particularly ‘good customer relationships’ and ‘service quality,’ statistically significantly influenced customer loyalty in commercial banks. However, the study showed a weak statistically significant impact of ‘modern communication channels for customers,’ ‘customer orientation,’ and ‘customer database’ on achieving customer loyalty in commercial banks. Based on these results, the study provided recommendations for commercial banks to enhance customer loyalty through continuous implementation of CRM practices, contributing to the sustainability and growth of commercial banks.