Research Paper | Management | India | Volume 1 Issue 1, October 2012
Customer Relationship Management in Indian Commercial Banks
In this day and age, customers are regarded as an article of trade. With the growth of Service Marketing, Customer Relationship Management (CRM) advanced and became popular in India. CRM became crucial to cope up with exceeding competitive global market. (CRM) in a bank bring about important phases such as incorporating the communication tools to meet the needs of customers, referring each customer as individuals, and making the customer relationship an impressive and longlasting experience. The purpose of this study is to determine the usefulness of CRM implementation on customer contentment and perceived business performance. Various references in respective field conclude that successful CRM implementation requires complete efforts for the development of the three segments, i.e. attainment, enhancement and service recovery phases. In addition, there is a sturdy relationship between CRM implementation and customer satisfaction as well as apparent business conductance. A survey on commercial banks in India reveals that CRM implementation is absolutely linked with customer satisfaction and apparent business conductance. Moreover it is revealed that frequent rate of getting in touch with customers and recovery of services facilitates in retention of customers. Leaking bucket theory also suggests that retention of customers is 10 percent more profitable then attracting new customers every time. Attainment, regular contact and evaluation of customers direct towards improved customer loyalty (by repeat purchase, positive word of mouth publicity) and employee sentiments. In a administrative point of view, this research provides an outline of the impact of CRM efforts on the magnitude of customer satisfaction and apparent business conductance.
Keywords: CRM, Commercial bank, Customer satisfaction, apparent business conductance
Edition: Volume 1 Issue 1, October 2012
Pages: 10 - 14
How to Cite this Article?
Monal Deshmukh, "Customer Relationship Management in Indian Commercial Banks", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=IJSR10120104, Volume 1 Issue 1, October 2012, 10 - 14
190 PDF Views | 192 PDF Downloads
Similar Articles with Keyword 'CRM'
Quality Service a Prerequisite for CRM: A Study of Indian Corporate Healthcare Environment
BP de Silva and the Rebranding of RISIS
Role of Pre-Sales in Understanding Consumer Behaviour for SaaS Product
Polimati Naveen Prasad
A Study on CRM Practices in Apparel Retail Sector in Bangalore
Dr. A. Kumudha, Barkath Unissa.A
The Effects of Customer Relationship Management on Customer Services and Customer Loyalty: An Empirical Study of Shopping Malls in Turkey
Similar Articles with Keyword 'Commercial bank'
A Study on Financial Performance of New Generation Private Sectors Commercial Banks in India
C. Kandasamy, C. Indirani
Working Capital Financing with Specific Reference to Cash Credit Policies of Indian Overseas Bank
Financial Performance of the Ethiopian Banking Sector
Habtamu Berhanu Abera PhD
Internal Marketing and Employee Empowerment: The Mediating Role of the Relationship Quality: Study on Commercial Banks in Sudan
Abdel Hafiez Ali Hasaballah Ph.D, Siddig Balal Ibrahim Ph.D, Magbola Abdo Aljabar Hissin Abdallah Ph.D
A Study on Management of Non-Performing Assets (NPAS) In New Generation Private Sector Commercial Banks in India
C. Kandasamy, Dr. R. Eswaran
Similar Articles with Keyword 'Customer satisfaction'
Value Added Services are Buzz of Today's Business
Dr. R. Parvathi, B. Rammya
The Moderating Role of Corporate Image Between User Experience Towards Customer Loyalty: A Study on Indihome by Telkom Indonesia
Adnan Ali Ma'sum; Ir. Indira Rachmawati S.T. M.S.M.
Insured's Perceived Service Quality Dimensions and Customers' Satisfaction (The Case: Ethiopian Insurance Corporation Northern District)
Result Analysis of Total Quality Management Implementation Using Quality Manual to Achieve Raise on Service Excellence (ROSE) in PT. TLK Indonesia
Khairani Ratnasari Siregar
Customer Satisfaction Towards After Sales Service: A Case Study Analysis