A Study on Performance of Banking Services in View of Customer Relationship Management

Banks have been rapt by broadening international economy and market competitiveness that initiated the remarkable change of banking industry in the past two decades. Application of customer relationship management in banks to improve services has been increased all over the world. These banking innovations have served in managing the logistics and other activities involved in serving customers, nevertheless it has also affected the suppliercustomer relationship in other ways. For instance customers’ doubts clarification through teleworking has resulted in less personal contact between bank interface personnel and customers. Banking service in a way is more related to personal relationship in order to gain trust and loyalty among customers. In the present study despite having advancement in technology and adoption of CRM in banking, did it help in improving or not, that has been studied by the analysis of performance of banks on the following underpinnings, such as branch expansion, deposits incurred, target achievement in advances and credit to deposit ratio in the chosen region with the well-established two public sector banks during the specific study period. The study has been done by primarily collecting the data with the banks and its further analysed using linear regression model.