An Emprical Study on Customer Perception towards CRM Practices Influence of Demographic Factors: A Study with Reference from Virudhunagar District, TA

Abstract

This study has been conducted for demographic variables influence on the perception of customers towards CRM practices in banks. The scale construction consists of 25 statements, under five dimensions such as, Customer Acquisition, Customer Response, Customer Knowledge, Customer Information System and Customer Value Evaluation. In total 384 respondents were selected for this study on the basis of simple random sampling technique. To perceive the high content validity the researcher translates the interview schedule into local language in a printed manner. Based on the past studies there are six demographic factors taken to measure the influence of CRM perception. The analysis of variance test has been applied and the test result confirms the findings of the past studies, while at the same time the significant result comes out especially from the Customer Information system and Customer Value Evaluation dimension.

Keywords: CRM Practices, CRM Practices Scale for Banks, Demographic Factors, Customer Perception, Analysis of Variance Test

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