Technology and Customer Relationships Management in Banking Industry

Uma Rani T.S. ., Dr.N.Panchantham .


Nowadays, many businesses such as banks, insurance companies, and other service providers realize the importance of Customer Relationship Management (CRM) and its potential to help them acquire new customers retain existing ones and maximize their lifetime value. At this point, close relationship with customers will require a strong coordination between IT and marketing departments to provide a long-term retention of selected customers. This paper deals with the role of Customer Relationship Management in banking sector and the need for Customer Relationship Management to increase customer value. Use of modern technology in urban areas will also go long way for customer relationships in banking services. Technology based service like credit card, debit card, ATM, anywhere banking, internet banking, and mobile banking are necessary for urban areas. This is because it enables customers to perform banking transactions at their convenience. Business hours of a bank are also an important factor for urban banking. Banking services for long hours, say 12 hours and seven days a week is preferred by urban customers. It is suitable to urban life style.


Marketing strategies, Banks, Technology, computerization, networking of branches, Banking system, Customer Relationship Management, competitive advantage, valuable resources

Full Text:



Anjana Grewal,(2000), “ Winning Strategies and process for effective CRM in Banking and Financial Services”, in customer -relationship management: Emerging concepts, Tools and Applications, Jegadish n. Sheth, Atal Parvatiyar and G. Shainesh(Eds); Tata Mcgraw Hill, New Delhi, 2000.

Aravind Brahme,(2000), “Customer complaints”, Vinimaya, volume XXI, Number 2, 2000-2001, PP 13-21.

Parasuraman,(2000),A, “Superior customer service and Marketing Excellence: Two sides of the same success coin”, Vikalpa, Volume 25, July – September 2000, Page 3-12.

Parimal Vyas,(2000), “Measurement of Customer Satisfaction: A study of Baking Services,” Business perspective, Volume 4, September 2006, Page 73-87.

Shainesh, T and Mohan, R;(2000), “Status of CRM in India – A Survey of Service Firms”, in CRM: Emerging concepts.

Jyotsna Sethis & Nishwan Bhatia,(2008) “Elements of Banking and Insurance”, PHI, New Delhi,

Khan M.Y., (2005), “Indian Financial Market: Theory and Practice”, Vikas Publishing House, New Delhi.

Philip Kotler,(2005) “Marketing Management”, Prentice Hall of India Pvt Ltd, 12th Edition, John Wiely & sons (Asia) Pvt Ltd, 4th Edition.

S.M. Jha,(1994) “Services Marketing”, Himalaya Publishing House, Mumbai, 1994.

Services Marketing The Indian Perspective Text and Readings, Ravi Shankar, Professor, Indian Institute of Foreign Trade, New Delhi, Excel Books, New Delhi, 2002. Reprint 2006


  • There are currently no refbacks.

Editorial Office:

Educational Research Multimedia & Publications,
S.N. 21, Plot No 24, Mirza Ghalib Road Malegaon Nasik,
Maharashtra India - 423203.
+919764558895 (whatsapp),,

Copyrights © 2010-2020 - ERM Publications, India     

This work is licensed under