1Assistant Professor, Department Of Commerce And Business Management, University P.G College, Kakatiya University, Khammam, Telengana
2Research Scholar, Dravidian University, Kuppam, Chittor, Andhra Pradesh
Online published on 8 December, 2017.
Due to the tough competition in the banking industry in India, it is very necessary for financial institutions to build and maintain a strong relationship with the customers in order to achieve the ultimate goal of customer satisfaction. For this reason customer relationship management (CRM) has become more important in the service industry; especially in the banking industry. Therefore, the present study came to focus on the impact of CRM on customer satisfaction in banking industry of India. The population of the present study is customers of the selected banks operating in Hyderabad city, the capital of Telangana State. 528 respondents were selected through convenient sampling and data has been collected through questionnaires which were self-administered by researcher. The study proposed that there is no statistical relationship between CRM elements and customer satisfaction as a dependent variable. The statistical analysis revealed that there is a significant relationship between the independent variables (i.e. CRM elements represented by service quality, employee's behavior, customer data base, solving customer problems physical environment; and social network interaction) and customer satisfaction as a dependent variable in the services banking industry.
CRM, Customer Satisfaction, Banking Industry, Services Marketing, Hyderabad
