CRM in Indian banking Sector: exploring the critical success factors. (24th February 2009)

• Record Type: Journal Article
• Authors: Patwardhan, Manoj; Srivastava, Pankaj; Kumar, Kirti; Kumar, Santosh; Garg, Abhishek; Arya, Devesh
• Is Part Of: International journal of business and emerging markets. Volume 1:Number 3(2009)
• Page Start: 282
• Page End: 295
• Publication Date: 2009-02-24
• Subjects: one-to-one marketing -- marketing tiers -- customer acquisition -- customer retention -- return on investment -- ROI -- customer loyalty -- customer relationship management -- CRM -- India -- banking industry -- Indian banks -- emerging markets; International business enterprises -- Developing countries -- Periodicals; Investments -- Developing countries -- Periodicals; Globalization -- Economic aspects -- Periodicals; 338.888172405
• Languages: English
• ISSNs: 1753-6219

Abstract

Customer Relationship Management (CRM) is no longer a new term but a reality for many organisations. Banking is a prime candidate for CRM transformation, as competition in this sector increases; an excellence in service becomes a critical success factor. The study discovers the factors that influence CRM in Indian Banking Sector and evaluates the current CRM implementation process. Respondents are from both private and public sector banks. Findings of this study have relevance for managers as these findings provide them with the current scenario of CRM. Further managers learn to identify CRM-related factors that could contribute to CRM implementation.