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A Statistical Study of Customer Relationship Management Practices of Selected Public and Private Sector Indian Banks in Gujarat

 

 

Divya Tribhovanbhai Jadav, Dr. Ritesh Mahurkar

Research Scholar,

S.D School of Commerce, Gujarat University, Ahmedabad-380009, Gujarat, India.

Principal,

Aroma College of Commerce, Ahmedabad, Gujarat, India

 

 

ABSTRACT - Customer Relationship Management (CRM) is an integral aspect of modern banking, enhancing customer satisfaction and fostering loyalty. This literature review explores CRM practices adopted by banks in Gujarat, focusing on their effectiveness, challenges, and statistical assessments of their impact. By synthesizing existing research, the study aims to provide a comprehensive understanding of the strategies employed by banks to improve customer relationships. The financial sector, particularly banking, has undergone a transformation due to advancements in technology, globalization, and increasing competition. Customer Relationship Management (CRM) practices have emerged as a strategic tool for banks to enhance customer satisfaction, loyalty, and overall organizational performance. This literature review delves into the existing studies on CRM practices in the banking sector, focusing on statistical analyses and their relevance in the context of Gujarat.

Keywords: Customer Relationship Management, CRM Practices, Customer Satisfaction, Customer Perception, Banking, Customer Loyalty, Customer Behaviour

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