*Assistant Professor, Department of Management Studies, Kongu Engineering College (Autonomous) Perundurai, Erode
**Associate Professor, PG and Research Department of Corporate Secretaryship, Bharathidasan Government College for Women (Autonomous), Puducherry
Online published on 7 April, 2014.
The objective of this paper is to identify the different dimensions of customer Satisfaction and its impact on customer relationship management in the banking sector.
Bank customers in Theni District, Tamil Nadu, India were surveyed using a questionnaire method. A total of 184 customers provided the data for the current study. Factor analysis was used to identify different dimensions of customer satisfaction. Multiple regression analysis was administered to measure the customer satisfaction dimensions and its impact on customer relationship management.
The study identified nine dimensions of customer satisfaction, namely tangibility, employee behaviour, information technology, perceived price and fairness, decision convenience, access convenience, post benefits convenience, customer satisfaction, transaction convenience. Furthermore, study revealed that there is a significant impact on tangibility, perceived price and fairness, decision convenience and customer relationship management in the banking sector.
The banks which are keen to maintain good relationship with the customer must focus on their attention to the identified dimensions of customer satisfaction. The study findings may help the CRM executives of the banking sector to frame suitable strategy to their customers. Furthermore, the findings of the study also clearly revealed that tangibility, perceived price and fairness, decision convenience has significant impact on customer relationship management. This may help the top management of banking sector ascertain priorities while implementing various CRM strategies.
Customer Satisfaction, Customer Relationship Management, Tangibility, Employee Behaviour, Loyalty
