Research Journal of Humanities and Social Sciences

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Effectiveness of CRM Practices in Banking:A Comparative study of Sbi and ICICI Bank


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1 Firozabad (U.P.), India
     

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Customer Relationship Management has emerged as a popular business strategy in today's competitive environment. It is a discipline, which enables the banking sector to identify and target their most profitable customers. It has been invented as a unique technique capable of remarkable changes in the total output of companies. Services are then provided in a timely manner using the channels that are preferred by the customers. Effective Customer Relationship Management focuses on the development of business strategies and aligns an organization to serve customers. The present study is focused on comparing the CRM determinants of SBI and ICICI bank & CRM effectiveness practices.

Keywords

CRM, SBI, ICICI, Banking Industry.
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  • Grewal, Anjana, „Customer Relationship Management-Emerging Concepts, Tools and Applications' 2001, Tata Mcgraw Hill Publishing.

  • Sheth, J. N. and Parvatiyar, A. (2000) Handbook of Relationship Marketing. Thousand Oaks, CA: Sage Publications.

  • Kotler, P. and Armstrong, G. (2004) “Principles of Marketing” Pearson Education.

  • Dyche, J. (2006) The CRM Handbook- The Business Guide to Customer Relationship Management. Pearson Education.

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  • Effectiveness of CRM Practices in Banking:A Comparative study of Sbi and ICICI Bank

Abstract Views: 175  |  PDF Views: 0

Authors

Vishal Agrawal
Firozabad (U.P.), India

Abstract


Customer Relationship Management has emerged as a popular business strategy in today's competitive environment. It is a discipline, which enables the banking sector to identify and target their most profitable customers. It has been invented as a unique technique capable of remarkable changes in the total output of companies. Services are then provided in a timely manner using the channels that are preferred by the customers. Effective Customer Relationship Management focuses on the development of business strategies and aligns an organization to serve customers. The present study is focused on comparing the CRM determinants of SBI and ICICI bank & CRM effectiveness practices.

Keywords


CRM, SBI, ICICI, Banking Industry.

References