Customer's Perception Regarding Behaviour and Dealing of Bank Employees related to CRM Practices -An Empirical Evidence from Haryana

  • Jyoti Singla Research scholar, University Business School, Maharaja Ranjit Singh Punjab Technical University, Bathinda, Punjab
  • Monica Bansal Director, Panjab University Rural Centre Kauni, Sri Mukstar Sahib, Punjab,
Keywords: Customer Relationship Management, Customer Perception, Banks, Behavior of Employees, Haryana


In the present time, consumers are the king of the market and banks can take advantage to know their
behaviour even they can capture market in context of market share. This paper provides necessary
information about the role of customers for the behaviour of bank employees. For this, the customers of
private and public banks were surveyed with given 14 different statements regarding CRM practices
adopted by different banks. Around 780 respondents were selected to collect the required information with
the help of questionnaire (questions based on Likert Scale) and after tabulation, factor analysis was applied.
Researcher made few hypotheses based on the perception of customers and behaviour of bank employees.
This survey helped to evaluate the actual perception of service users towards CRM practices of each bank.
The identification of this framework will help bank manager to effectively implement CRM for loyalty and
to give more satisfaction to the customers. As a result of the study, it is suggested that banks should show
more interest in proper implementation of CRM practices