A Comparative Study on Customer Relationship Management in Public and Private Sector Banks with Reference to Erode
Author : Dr. R Logambal and VK Maheskumar
Abstract :
Privatisation in banking sector has intensified the level of competition. Now a days banks are trying hard to increase their customer potential and to retain the existing customers. Customer Relationship Management is one such tool used to maintain and increase the customers. This study was conducted to compare the CRM practice of Public and Private Sector banks in Erode with the objective of studying the association of CRM dimensions with CRM practice of Private and Public sector banks and also to analyse the difference in services provided by Private and Public sector banks with respect to intensity of CRM practice. To justify the objectives, the researcher has taken two private sector and two public sector banks and the required data was collected from bank customers and also from bank employee. Collected primary data was analysed with chi-Square analysis. The results revealed that, the CRM dimensions such as customer acquisition, customer response, customer knowledge, customer information system and customer value have significant association with CRM practice of public and private sector banks. Similarly, there is a significant association between CRM practice and the service provided by the private and public sector banks. Hence it can be concluded that, CRM practice is effective and supportive for private and as well as public sector banks.
Keywords :
CRM, CRM dimensions, customer, public and private sector banks
