Journal of Contemporary Issues in Business and Government

Abstract

The prime objective of the research work is to develop a framework for Customer Relationship
Management Model (CRMM), applicable to Indian retail banks and to analyze the influence of
service quality on customer behavior with respective to retail banks. The results of the research
study reveal that there appears to be lack of awareness with the bank employees as well as
adoption of CRM packages available in the market. It is suggested that the successful
implementation of CRM package can be achieved only if the bank can create the right
environment, culture and attitude of the employee aiming to serve the customers in the best
possible manner.