Customer relationship management and customer satisfaction in Public and Private Sector Banks

The present study attempted to examine the relationship between customer satisfaction and Customer relationship management (Acquisition, Response, Knowledge, Information system, Value evaluation). The data was obtained from a sample of 300 bank customers (155=public sector bank, 145=private sector bank) having account in bank in Varanasi Uttar Pradesh. The finding suggests that all the dimensions of customer relationship management are significantly related with customer satisfaction. Also, all the dimensions of CRM were found to be a good strategy to enhance the satisfaction among the customers, simultaneously retain the customer for long term banking business and also relate new customers. The results are thoroughly discussed and implications are also understood.