Volume : V, Issue : X, October - 2015

READINESS FOR CRM USE: A COMPARATIVE STUDY OF URBAN AND RURAL CUSTOMERS OF BANKS IN ERNAKULAM DISTRICT IN KERALA

Dr. Manoj P K

Abstract :

<p> Customer Relationship Management (CRM) is fast becoming an imperative for survival and growth of banks in India in the ongoing reforms era. With the fast advances in Information and Communication Technology (ICT), CRM is gradually giving way to electronic–CRM or E–CRM. Central to the implementation of any effective CRM today depends on the technological readiness (TR) of customers to use E–CRM and such other ICT–based banking services and applications. In this context this paper makes a comparative analysis of the TR of bank customers of rural and urban areas in Ernakulam district in Kerala. Accordingly, suggestions are made for effective implementation of CRM in banks, particularly in its new form viz. the E–CRM.</p>

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. Manoj P K Readiness for Crm Use: A Comparative Study of Urban and Rural Customers of Banks in Ernakulam District in Kerala Indian Journal of Applied Research, Vol.5, Issue : 10 October 2015

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