A Study of Customer Relationship Management in Banks (Special Reference to Bank of India, Nashik)

Prin. Dr. Harish P. Adke ., Prof. Dr. Rajendra B. Dhande .

Abstract


Today’s customers buying decisions are not based simply on the quality of the product but with the relationship they have with the company. Banking industry has gone through many changes, privatisation to nationalisation and back to privatisation with International players on the one hand accepting deposits and giving advances to expanding services to wide variety of products. It is the responsibility of the organisations to provide what they need so that they can do their job properly. In today’s world, we do business with individuals or groups with whom we may never meet and hence much less known in person to person sense. Customer Relationship Management is about creating the feel of comfort in this high tech environment. This paper focuses the role Customer Relationship Management in banking sector and the need for Customer Relationship Management to increase customer value and customer Relationship Management in Banks with special reference to Bank of India, Nasik.

Keywords


Customer Relationship Management, Competitive Business Environment, Universal Banking

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References


Rao Ramamohan K., ‘Customer Relationship Management’ Service Marketing, 254-267 (2008) Philip Kotler and Keven Lane Keller, ‘CRM’ Marketing Management. 152-154 (2006).

Mishra A.K. and Pallavi, ‘Brand Marketing through Customer Relationship Management, Indian Journal of Marketing, 15-21, (2008).

Roy Sanjit Kumar, ‘CRM Implementation in Banks’, The ICFAIAN Journal of Management Research, 55-72, July (2008).

Mukharjee Kaushik, CRM Implementation, A strategic approach (2006).

Garikapati Madhavi, CRM in service sector, A practical approach (2005).

Prasad R.S., Understanding CRM Present and Future (2005).

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