A Literature Review on Customer Relationship Management in Banks

Narayan C. Baser and Dhavalkumar Gunvantlal Thakar
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Narayan C. Baser: National Institute of Cooperative Management, Gandhinagar, India
Dhavalkumar Gunvantlal Thakar: Dr. Babasaheb Ambedkar Open University (BAOU), Ahmedabad, India

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2015, vol. 6, issue 4, 43-56

Abstract: In this day and age, customers are regarded as an article of trade. With the growth of Service Marketing, Customer Relationship Management (CRM) advanced and became popular in India. CRM became crucial to cope up with exceeding competitive market. (CRM) in a bank bring about important phases such as incorporating the communication tools to meet the needs of customers, referring each customer as individuals, and making the customer relationship an impressive and long-lasting experience. The purpose of this study is to determine the usefulness of CRM implementation on customer contentment and perceived business performance. It takes stock of findings and conclusion of different researchers so that it can provide fruitful insight into the CRM implementation. Also the paper put forward the view of various researchers together so that a conclusive picture can be drawn regarding CRM and its benefits.

Date: 2015
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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