Impact of CRM Dimensions: A Comparative Study of Public and Private Sector Banks in Jodhpur

Abstract

The purpose of the study is to identify and investigate the CRM activities and analyze the impact of CRM activities of banks on customer satisfaction and customer retention respectively. The study is based on primary data where CRM activities and customer satisfaction related to these activities will be analyzed on the premises of following parameter such as products and services, their pricing and interest policies, operational efficiency, e-banking facilities, multiple channel integration along with service quality. The results of the study reveal the empirical association of CRM specific factors and their influence positively on customer satisfaction and retention. This research will contribute to the existing literature of CRM revealing some new aspects. CRM activities especially the eCRM and SCRM strategies followed by banks can contribute significantly in engaging and retaining the customers.