Customer Retention Practices of Banks: Evidence from Sivagangai District of Tamil Nadu

K Ganesamurthy and M Jothi

The IUP Journal of Bank Management, 2013, vol. XII, issue 1, 7-22

Abstract: Customer Retention Management (CRM) is perceived as a technique of banking companies to explore, retain and also increase the loyal customers in the competitive business era. This paper attempts to study the customers’ perspectives on CRM practices of commercial banks in India. A sample of 421 respondents from both public and private sector banks of Sivagangai district in Tamil Nadu was selected for the study. The study reveals that customers’ perception of CRM in banks does not vary with customers’ age, sex, education, occupation, income level, the bank in which customers have an account, type of account maintained, and the period of customers’ association with banks. The validity of the results have been tested statistically by applying techniques such as ANOVA, t-test and discriminant function analysis.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:icf:icfjbm:v:12:y:2013:i:1:p:7-22

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