Customer Relationship Management in Indian Retail Banking Industry
Journal of Contemporary Issues in Business and Government,
2022, Volume 28, Issue 4, Pages 20-29
10.47750/cibg.2022.28.04.002
Abstract
The prime objective of the research work is to develop a framework for Customer RelationshipManagement 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.
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