A  STUDY ON CUSTOMER PERCEPTION TOWARDS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICES IN PRIVATE SECTOR BANKS

Mr.T.Partha Saradhy; Dr.S.E.V.Subrahmanyam; Dr.T.Narayana Reddy

Volume : III, Issue : XI, November - 2014

A STUDY ON CUSTOMER PERCEPTION TOWARDS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICES IN PRIVATE SECTOR BANKS

Mr. T. Partha Saradhy, Dr. S. E. V. Subrahmanyam, Dr. T. Narayana Reddy

Abstract :

This paper deals with the role of Customer Relationship Management in banking sector and the need for Customer Relationship Management to increase customer value by using some analytical methods in CRM applications. Customer Relationship Management implementation in banking sector leads to better performance is the common opinion. The study analyzes the perceptions of the customers regarding the impact of CRM on service quality and evaluates the impact of CRM on customer retention. The results ing out the comparative ratings by customers, ICICI being rated first in implementation of CRM. Customer Relationship Management has become inevitable for growth and profitability of Banks in present scenario marked by rising competition, technological advancement and empowered customers. The formula to achieve success in a competitive world and it is to focus on maintaining relationship with customers. The purpose of this study is to analyze whether private banks are implementing the concept and philosophy of CRM for securing competitive advantage. The research Design of this study will consist of exploratory research in different aspects with regards to CRM in the banking sector extracted from literature review.