Antecedents and Consequences of Customer Relationship Management in Banking Sector

This study investigates the various antecedents of customer relationship management in the banking sector and its impact on customer satisfaction. This study was conducted in Salem District from January 2015 to August 2015. The researcher adopted questionnaire method for collecting data from the respondents. The researcher used systematic sampling method for collecting data from the bank customers. This study identified six important dimensions of customer relationship management, namely Customer Focus, Technology, Trust, Conflict Handling, Communication, and Knowledge Management. Out of the identified dimensions Customer Focus, Technology, Trust and Conflict handling have significant impact on customer satisfaction. The identified customer relationship management dimension helps the banks to design suitable policies.