Marketing philosophy has changed. Customer is the king as per the ongoing principles. The whips and whims of the market king are to be taken care of. Given this background the role of micro marketing disciplines like Customer Relationship Management (CRM) has become important for the businesses. Private sector banks are facing acute competition from other financial institution in the country in private as well as public sector. Therefore it is imperative that these banks wake up to this reality and re-focus on their core asset- the customer. Keeping this fact in mind the study has been conducted with a view to analyze the satisfaction level of the customers with the services provided by Private Sector Banks in orders to maintain good relations with customer. The study was conducted on the selected customers of ICICI, HDFC and AXIS bank of Kaithal city taking a sample of 120 respondents. Simple statistical measures like mean, weighted mean, ratio etc. were used to analyze the data. The study depicts that overall performance of the sampled banks is satisfactory to a large extent. Still there are some areas where these banks are required to work such as training to the staff to better serve the customers; simplification of procedures; stress on non banking facilities such as insurance, mutual fund, share dealing etc.
Customer Relationship Management, Marketing King, Micro Marketing, Marketing Philosophy
