Customer Relationship Management in  Banks: A Comparative Study of Public  and Private Sector Banks in Kerala

William George A J; Dr. Manoj P K

Volume : II, Issue : IX, September - 2013

Customer Relationship Management in Banks: A Comparative Study of Public and Private Sector Banks in Kerala

William George A J, Dr. Manoj P K

Abstract :

In the ongoing era of financial sector reforms in India, because of intense competition commercial banks are vying with each other for market share. Customer satisfaction has become all the more significant for survival and growth of banks in view of the discerning customers of modern days. In this context, this paper looks into the Customer Relationship Management (CRM) – the modern management philosophy that seeks to maintain long term relationship with customers for ensuring their loyalty and retention – practices in Kerala–based commercial banks in Ernakulam district, and also compares the CRM performance between the public and private sector banks.