Customer Relationship Management Practices of Public and Private Sector Banks
Lalitha PS
, Dr B Amarnath
Customer satisfaction, customer loyalty, CRM practices, Banks
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
"Customer Relationship Management Practices of Public and Private Sector Banks ", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.5, Issue 9, page no.78 - 89, September-2020, Available :https://ijsdr.org/papers/IJSDR2009014.pdf
Volume 5
Issue 9,
September-2020
Pages : 78 - 89
Paper Reg. ID: IJSDR_192427
Published Paper Id: IJSDR2009014
Downloads: 000347321
Research Area: Management
Country: Chittoor, Andhra Pradesh, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
