A Study of Crm – as a Strategic Tool Adopted by  Banks with Reference to Axis Bank in Thane City

Dr. Nishikant Jha; Prof. (Mrs.) Shraddha Mayuresh Bhome

Volume : III, Issue : V, May - 2013

A Study of Crm – as a Strategic Tool Adopted by Banks with Reference to Axis Bank in Thane City

Dr. Nishikant Jha, Prof. Mrs. Shraddha Mayuresh Bhome

Abstract :

Today one of the approaches which are creating the buzz in the banking sector is Customer Relationship Management. Indian Banks are realizing that the magical formula for attaining success in a competitive environment is to focus on maintaining relationship with customers. The main purpose behind this study is to analyze whether banks are really implementing the whole concept and philosophy of CRM as a means of securing competitive advantage. The research design in this study will consist of exploratory research whereby different aspects with regards to CRM in the banking sector have been extracted from literature review and tested on a sample size of both employees and customers. These results were discussed and analyzed so as to get an indication of how far CRM is strategically implanted to secure competitive advantage. Based on the findings, a set of recommendations will be made so as to pinpoint how CRM can be used to secure competitiveness.