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Factors affecting (crm) practices in commercial banks a case of select banks in India

Author: 
Sunil Kumar Roy
Subject Area: 
Social Sciences and Humanities
Abstract: 

Banks globally have experienced complex and enormous challenges related to their customer relationship since the economic crisis. How can banks create higher customer satisfaction and loyalty”? “Global banking survey- a new era of customer satisfaction” had a shocking finding. Indian customers’ are generally leaving their main banks because of poor services though in general there remains a high level of satisfaction with banks. Finding further says that 50% of the customers deciding to move their main banks did so because of general levels of service quality. The above finding became the stimuli for present study. The present study revolves around the Customer Relationship Management in banking industry and factors that may influence the CRM solutions & its implementation in banking industry. The findings & outcome of the present study will be beneficial for the banking industry in avoiding the CRM implementation failure. The purpose of this paper is to identify the independent variables & to investigate likely influence of these independent variables on the CRM in banking industry

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