Customer Relationship Management is a vital element in banking and also in any organization. The author has carried out a systematic study on the subject and has come out with most sucessful and valid results. The study enquires into most relevant aspects of customer relationship management, customer acqusition, customer response, customer knowledge, customer information system and customer value evaluation.
The contributions of the study are unique and stand testimony to the research on banking. The researcher notes that efficient, knowledgeable competent and versatile front-line is the prime requirement for successful banking. The banks need to become more customer-centric and emphatically need to improve their CRM practices to increase customer satisfaction. Future research can be extended to Information and Communication Technology.
Contents –
1. Introduction
2. Socio-Economic Status of Customers and Bank Employees
3. CRM Practices in Banks
4. Service Quality in Banks
5. Conclusions and Suggestions
