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DOI: http://dx.doi.org/10.21088/jswm.0975.0231.10318.8

Abstract

 Customer Relationship Marketing is a business philosophy in dealing customers efficiently and effectively. Research on Customer Relationship Marketing in banking sector is relevant more when it is made on comparative basis. This paper is an outcome of a sample study on customer perception about relationship marketing strategies of three private sector commercial banks headquartered in Thrissur, namely South Indian Bank, Catholic Syrian Bank and Dhanlaxmi Bank. Responses collected from 114 customers of these selected banks are the primary data source of the study. Based on the relevant literature, the study measured five dimensions customer relationship marketing namely bonding, trust, communication, and commitment and satisfaction. The Intra bank analysis of various dimensions of CRM by using ANOVA revealed a statistically significant difference in customer perception in respect of South Indian bank. But ANOVA comparison of CRM practices did not divulge any statistically significant difference among the three banks.

 

Keywords : Business philosophy; Customer relationship marketing; South Indian bank; Catholic Syrian bank; Dhanlaxmi bank; Bonding; Trust; Communication; Commitment; Satisfaction.

Corresponding Author : E. Murali, Associate Professor and Head, Post graduate and Research Department of Commerce and Management, Sri. C. Achutha Menon Government College Thrissur, Kerala 680014, India.