Abstract: Customer Relationship Management in banks mainly focuses on customer acquisition, retention and customer development through personalization and customization. The central component of a CRM solution is generally the creation of a single shared customer database – allowing information to be collected once but used many times.
Objective of the research is to identify the most important factor for CRM activity in banks with respect to perceived and expected service quality of customers and efforts made by the bank to full fill it.
A questionnaire consisting of close ended questions, Likert scale and checklist and rank order, and dichotomous questions was designed and tested to capture the customer relationship management practices done by the different banks like, public sector banks, private banks, foreign banks and co-operative banks and to check the customer perception about service quality provided by banks.
Keywords: CRM solution, CRM activity in banks with respect to perceived and expected service quality of customers.
Title: Most Important Factor for CRM Activity in Banks With Respect To Perceived and Expected Service Quality of Customers
Author: Prof. P.A. Patel, Chirag B. Patel
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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