ROLE OF CRM IN CUSTOMER SATISFACTION IN PUBLIC AND PRIVATE SECTOR BANKS WITH SPECIAL REFERENCE TO UTTAR PRADESH
DOI:
https://doi.org/10.29121/shodhkosh.v5.i5.2024.4363Keywords:
Bank, Customer Satisfaction, Crm, Financial Institutions, Service QualityAbstract [English]
Customer Relationship Management (CRM) has become a crucial tool for organizations, particularly in the banking sector, to enhance customer loyalty, improve service delivery, and increase operational efficiency. CRM is a key tool for success in many organizations mainly banks. Effective use and application of CRM in banks can play a very important role in enhancing customer satisfaction which in turn can help in customer retention. With the help of this study, analyzing the effect of CRM practices on private and public sector banks in UP can be done efficiently, discovering how CRM approaches can impact customer satisfaction, loyalty, and performances of the banks. By paralleling the CRM approaches of public and private sector banks, this research pursues to comprehend the influence of CRM on the competitive advantage of banks in the region.
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