Customer Relationship Management Practices in SBI: Perceptions of the Customers

The objective of the study is to analyse the perception of customers on different aspects of customer relationship management practices in SBI. The study is based on primary data collected from 199 customers across six selected branches in three zones, Bhubaneswar, Sambalpur and Berhampur. A structured questionnaire was adopted for data collection. Majority of the respondents had their family bank account with SBI (75.4 per cent). The study finds that SBI is the preferred bank as on date. SBI is also most popular bank in the state in spite of steep competition offered by other nationalized and private sector banks. Majority of respondents (65.6 per cent) have their first preference to open an account with SBI irrespective of geographic location. Similarly, majority of the respondents (75.4 percent) had their family bank account over generations with SBI. Thus, SBI is the preferred bank in spite of tough competition faced from other public and private sector banks. About 89 per cent of the customer expressed satisfaction over the services. The respondents have given highest importance to the quality of service and customer friendly approach of SBI for preferring to SBI. Besides the location of SBI branches and large network of Bank branches were the third and fourth preference of the respondents to select SBI.