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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | Customer Relationship Management Practices of Public and Private Sector Banks |
| Authors Name: | Lalitha PS , Dr B Amarnath |
| Unique Id: | IJSDR2009014 |
| Published In: | Volume 5 Issue 9, September-2020 |
| Abstract: | The study examines customer relationship management practices of public and private sector banks. There is a need to understand different customer-centric dimensions of CRM with their impact on customer satisfaction. It measures the influence of customer relationship management practices on public and private sector banks. The key dimensions of CRM practices are customer service, customer knowledge, customer focus, customer orientation which leads to customer satisfaction. It became a multi-faceted and sophisticated phenomenon that's ridden by various factors. the research aims to focus the mediating the role of customer satisfaction among CRM practices and customer loyalty. The research deploys by Exploratory Factor analysis (EFA) and Confirmatory Factor Analysis (CFA) using the IBM spss trial version and AMOS 23 to analyze the mediation effect of customer satisfaction between CRM practices and customer loyalty. 125 Customers of the select public sector and 125 customers of select private sector banks were collected using a simple random sampling technique to fill the questionnaire and the response rate was 96 percent. CRM practices' key dimensions were displayed statistically significant i.e., (p-value is less than 0.05). According to the Structural Equation Modelling results, customer satisfaction acts as a mediating variable between CRM practices and customer loyalty |
| Keywords: | Customer satisfaction, customer loyalty, CRM practices, Banks |
| Cite Article: | "Customer Relationship Management Practices of Public and Private Sector Banks ", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.5, Issue 9, page no.78 - 89, September-2020, Available :http://www.ijsdr.org/papers/IJSDR2009014.pdf |
| Downloads: | 000337212 |
| Publication Details: | Published Paper ID: IJSDR2009014 Registration ID:192427 Published In: Volume 5 Issue 9, September-2020 DOI (Digital Object Identifier): Page No: 78 - 89 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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