Impact of customer relationship management on the performance of banks: A study of selected public sector banks in India
K Aswathanarayana, Dr. Bheemanagouda
Customer is the key to unlock business opportunities. Banks survive and thrive only on the relationship with existing customers and induction of new customers in to banker’s portfolio of customers. Bank’s performance depends upon large number of factors from the quality of management of a bank to the national and international economic conditions. Banks adopt various quantitative and qualitative measures to improve the performance. CRM is one of the prominent factors that influences on the performance of the banks. CRM encompasses adoption of latest technology for standardization and simplified customer friendly process for delivery of service and connecting the customer through relationship management to the process to meet the customer needs. Hence, the banks have adopted latest technology and qualitative behavioral practices to maintain a good relationship with customers.
K Aswathanarayana, Dr. Bheemanagouda. Impact of customer relationship management on the performance of banks: A study of selected public sector banks in India. International Journal of Commerce and Management Research, Volume 2, Issue 12, 2016, Pages 105-110