Customer Relationship Management (CRM) Practices in Private Commercial Banks, Reasons behind emergence of CRM and Factors influencing long term relationship – A study w.r.t. Urban Bengaluru

Abstract

The exigent intention of the present study is to know whether socio-economic profile of respondents impress the study on CRM in private commercial banks and to study customers views about banks, reasons behind the emergence of CRM, CRM practices and factors influencing long term relationship between people and banks. CRM is acquiring more attention as it is attracting and retaining the customers. CRM involves using technology to organise, automatic and synchronise sales, marketing customer service and technical support (Robert Shaw, 1999). For the banks to be successful in the intensively competitive environment they are bound to attach importance to customer satisfaction (DuyguKocoglu, 2012).