A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN BANKING SECTOR

  • Gautam Kohli Research Scholar, Department of Commerce and Business Administration, Soraon, Prayagraj (Allahabad) U.P. India
  • Santosh Kr. Maurya Assistant Professor, LDC Institute of Technical Studies University of Allahabad, Prayagraj (Allahabad) , U.P.
Keywords: Commitment, Customer Relationship Management, Loyalty, Banks Service Quality & Trust.

Abstract

Customers play a predominant role in service marketing. Financial services produce a challenging sector and bear professional skill in designing product/services. Out of other financial service, banking is oldest and important financial service sector. Customer Relationship Management (CRM) has a massive influence in service sector, to win and hold customers for long term efficiency. In the early half of 90s, the relationship marketing idea was formally introduced into the service marketing field. Banks found it more bene

Published
2020-03-28