A Study on Customers Perception towards Customer Relationship Management (CRM) Practices in Public Sector Banks in Nainital District
Abstract
Latterly Customer Relationship Management (CRM) has become an indispensible element of modern marketing. Around the globe different organisations are employing CRM systems to maintain their business competitiveness. The objective of the study was to find the perception of customers towards the different CRM practices followed by the Public Sector Banks in Nainital District in the state of Uttarakhand. For carrying out the study four Public Sector Banks operating effectively in Nainital district were selected. A total sample size of 114 customers was drawn from the selected banks. A well structured questionnaire was used as a data collection instrument. The collected data was statistically analysed using one-way ANNOVA. As per the findings of the study, the clients opined that the banks were delivering valued based services to them leading to client satisfaction and delight, thus increasing client loyalty.