Customer Relationship Management in Retail Banking

Abstract

The major objective of the research work is to prepare a framework for customer relationship management model (CRMM), applicable to Indian retail banks, and to analyse the influence of service quality on customer behaviour with respect to retail banks. The result of the research study reveals to be lack of awareness with the bank employees as well as adoption of CRM packages available in the market. CRM can be implemented successfully only if banks can create the right environment, culture and attitude of the employee aiming to serve customer in the best possible manner.