Measuring Customer Perception towards Customer Relationship Management of Indian Commercial Banks in Surat City: an Extended Servqual Approach
Published: 2019
Author(s) Name: Shailesh Kumar Limbad and Vinod Patel |
Author(s) Affiliation: Assist. Prof., Shri JDG commerce college and shree swami atmanand Saraswati College of Management
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Abstract
The primary purpose of this paper is to study of customer perception towards
customer relationship management practices of Indian commercial banks in
Surat city. Researcher also tries to study the different factors affecting the
private and public sector banks’ customers. This research study is descriptive.
The study adopted a non-probability convenience sampling method followed by
the stratified sampling. For private sector banks reliability, responsiveness and
marketing mix elements has significant relationship with overall satisfaction,
and also significant relationship between overall customer satisfaction and
loyalty. For public sector banks a significant relationship found between
assurance and marketing mix elements with overall customer satisfaction and
between overall satisfaction and loyalty. With the study researcher tried to
establish a relationship between customer satisfaction and effective management
of customer relationship. It is to be suggested that the banking sector regardless
of the tangible, it should improve its operations in providing customers with
highly advanced and reliable services. The research study aims to make manager
enable to assess CRM activities and processes in retail banks, focusing on new
methods of delivering banking services and ways to managing healthy
relationship with customers.
Keywords: CRM, Overall customer satisfaction, Indian banking industry
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