Customer Relationship Management (CRM) practices are critically important in enhancing the utilitarian dimensions of customer service quality. The current CRM practices in Indian banking sector have varied impact on customers in terms of creating and building mutually beneficial relationship between the banking industry and customers community. Tested and tried CRM practices enable the banking organizations to engage the customers in strong, personalized and mutually supportive and interactive relationships. Within the banking sector, CRM practices have been widely recognized as crucial tools of organizational development in the contemporary economy. Therefore, this study focuses to understand the current CRM practices adopted by both public and private sector banks to retain customers and it also offers suggestions to public and private banks to adopt the good strategies to maintain good relationship with customer in the modern era.
CRM, Public and Private Banks, Customers, Employees
