ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of CRM Dimensions: A Comparative Study of Public and Private Sector Banks in Jodhpur


Affiliations
1 Jai Naryan Vyas University, Jodhpur, Rajasthan, India
     

   Subscribe/Renew Journal


The purpose of the study is to identify and investigate the CRM activities and analyze the impact of CRM activities of banks on customer satisfaction and customer retention respectively. The study is based on primary data where CRM activities and customer satisfaction related to these activities will be analyzed on the premises of following parameter such as products and services, their pricing and interest policies, operational efficiency, e-banking facilities, multiple channel integration along with service quality. The results of the study reveal the empirical association of CRM specific factors and their influence positively on customer satisfaction and retention. This research will contribute to the existing literature of CRM revealing some new aspects. CRM activities especially the eCRM and SCRM strategies followed by banks can contribute significantly in engaging and retaining the customers.

Keywords

Customer Relationship Management, eCRM, SCRM, Satisfaction.
Subscription Login to verify subscription
User
Notifications
Font Size


  • 4th ICC Banking Summit (2012), "Searching for New Frontiers of Growth Indian Banks", Indian Chamber of Commerce and PWC, p. 1-24.

  • Anderson, K. and Carol, K. (2002), Customer Relationship Management, New York: McGraw-Hill.

  • Anshari, M. and Almunawar, M.N. (2012), "Framework of Social Customer Relationship Management in E-Health Services", Journal of e-Health Management, p. 1207.

  • Berry, L.L. (1983), "Relationship Marketing of Services: Growing Interest, Emerging Perspectives", Journal of the Academy of Marketing Science, Vol. 23(4), pp. 236-245.

  • Bose, R. (2002), "Customer Relationship Management: Key Components for IT Success", Journal Industrial Management and Data Systems, Vol. 102(2), p. 89-97.

  • Brown, J.D. (2011), "Likert Items and Scales of Measurement?", JALT Testing & Evaluation SIG Newsletter, Vol. 15, p. 10-14.

  • Campbell, A.J. (2003), "Creating Customer Knowledge Competence: Managing Customer Relationship Management Programs Strategically", Industrial Marketing Management, Vol. 32(5), p. 375.

  • Chen, I.J. and Popovich, K. (2003), "Understanding Customer Relationship Management: People, Process and Technology", Business Management Journal, Vol. 7(5), pp. 374-386.

  • Chotani, P.Y., Siva, P. and Narayanan, L. (2004), [Online].Available from from http:// www.crmzday.com [Accessed 14 July 2014]

  • Choudhary, V. and Dhansoia, N. (2010), "Building Customer Focused Organizations for uperior Performance through Customer Relationship Management", Asia Pacific Journal of Research in Business Management, Vol. 1(3), pp. 190-205.

  • Cronin and Taylor (1992), "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, Vol. 56 (3), p. 55.

  • Federation of Indian Chamber of Commerce and Industry (2010), Indian Banking System: the Current State and Road Ahead. New Delhi, pp. 1-24.

  • Flavian, C. Torres, E. and Guinaliu, M. (2004), "Corporate Image Measurement-A further Problem for the Tangibilization of Internet Banking Services", The International Journal of Bank Marketing, Vol. 22, pp. 366-384.

  • Gefen, D. and Ridings, C.M. (2002), Implementation Team Responsiveness and User Evaluation of Customer Relationship Management: A Quasi-experimental Design Study of Social Exchange Theory", Journal of Management Information Systems, Vol. 19(1), pp. 47-70.

  • Greenberg, P. (2004), CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time. McGraw-Hill, Berkeley, CA.

  • Greenberg, P. (2001), CRM at Speed of Light. McGraw Hill.

  • Groenroos, C. (1996), "Relationship Marketing: Strategic and Tactical Implications", Management Decision, Vol. 34(3), p. 5-14.

  • Huang, Y. and Wang, J. (2009), "Services-Oriented CRM System and Enabling Technologies for Insurance Enterprises", The Second International Workshop on Knowledge Discovery and Data Mining, 2009. (WKDD 2009).

  • Jutla, D., Craig, J. and Bodorik, P. (2001), "Enabling and Measuring Electronic Customer Relationship Management Readiness", Proceedings of the 34th Annual Hawaii International Conference on System Sciences, Big Island (Hawaii), Organizational Systems and Technologies Track, pp. 1-10. IEE Computer Society Press.

  • Khan, P. and Chouksey, R. (2012), "Customer Service Strategies and Critical Success Factors in Managing Customer Relationships in Banking Sector", IDMRD's Journal of Management And Research, Vol. 1, p. 42.

  • Kumar, V. and Reinartz, W.J. (2006), Customer Relationship Management: A Databased Approach (1st ed.). New York: John Wiley & Sons, Inc.

  • Lehmann, D.R., Zahay, D. and Peltier, J.W. (2013), "Survey Analyze Customer Relationship Management Using Balanced Scorecard", Journal of Interactive Marketing, Vol. 27, pp. 1-16.

  • Lun, Z., Jinlin, L. and Yingying, W. (2008), "Customer Relationship Management System Framework Design of Beijing Rural Commercial Bank", IEEE International Conference on Service Operations and Logistics, and Informatics, 2008. (IEEE/SOLI 2008).

  • Newell, F. (2003), Why CRM doesn't Work: How to Win by Letting Customers Manage the Relationship. Kogan Page.

  • Padhi, P.K. and Mishra, M. (2013), "Impact of e-CRM Technology in Indian Banking Sector: An Approach towards Development", Golden Research Thoughts, Vol. 2(7).

  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), "SERVQUAL", Journal of Retailing, Vol. 64(1), pp. 12-40.

  • Parvatiyar, A. and Sheth, J. (2001), "Customer Relationship Management: Emerging Practice, Process, and Discipline", Journal of Economic and Social Research, Vol. 3, No. 2, pp. 1-34.

  • Payne, A. (2006), Handbook of CRM: Achieving Excellence in Customer Management. Burlington, MA: Butterworth Heinemann.

  • Pedron, C.D. and Saccol, A.Z. (2009), "What Lies behind the Concept of Customer Relationship Management? Discussing the Essence of CRM through a Phenomenological Approach", Brazilian Administration Review (BAR), Vol. 6(1), pp. 34-49.

  • Peppard, J. (2000), "Customer Relationship Management in Financial Services", European Management Journal, Vol. 18(3), pp. 54-63.

  • PriceWaterHouse Coopers LLP. (2011b), The New Digital Tipping Point. [Online]. Available from www.pwc.com/digitaltippingpoint [Accessed 21 Feb 2014].

  • Rai, K.A. (2008), Customer Relationship Management: Concepts and Cases. New Delhi, PHI Learning Private Limited.

  • Rodgers, K. and Howllet, D. (2000), "What is CRM?", A White Paper by TBC Research in association with Goldmine Software (Europe) Ltd, pp 1-24.

  • Roos, I. and Edvardsson, B. (2008), "Customer-support Service in the Relationship Perspective", Managing Service Quality, Vol. 18(1), pp. 87-107.

  • Sherif, K. (2002), Assessing the Introduction of Electronic Banking in Egypt using the Technology Acceptance Model. Hershey, PA, USA: Idea Group Inc.

  • Vickers, A. (1999), "Comparison of an Ordinal and a Continuous Outcome Measure of Muscle Soreness", International Journal of Technology Assessment in Health Care, Vol. 15, pp. 709-716.


Abstract Views: 1100

PDF Views: 10




  • Impact of CRM Dimensions: A Comparative Study of Public and Private Sector Banks in Jodhpur

Abstract Views: 1100  |  PDF Views: 10

Authors

R. C. S. Rajpurohit
Jai Naryan Vyas University, Jodhpur, Rajasthan, India
Swati Surana
Jai Naryan Vyas University, Jodhpur, Rajasthan, India

Abstract


The purpose of the study is to identify and investigate the CRM activities and analyze the impact of CRM activities of banks on customer satisfaction and customer retention respectively. The study is based on primary data where CRM activities and customer satisfaction related to these activities will be analyzed on the premises of following parameter such as products and services, their pricing and interest policies, operational efficiency, e-banking facilities, multiple channel integration along with service quality. The results of the study reveal the empirical association of CRM specific factors and their influence positively on customer satisfaction and retention. This research will contribute to the existing literature of CRM revealing some new aspects. CRM activities especially the eCRM and SCRM strategies followed by banks can contribute significantly in engaging and retaining the customers.

Keywords


Customer Relationship Management, eCRM, SCRM, Satisfaction.

References





DOI: https://doi.org/10.15410/aijm%2F2015%2Fv4i1%2F59895