Term Paper

APJEM
Arth Prabhand: A Journal of Economics and Management
Vol.1 Issue 6, September 2012, ISSN 2278‐0629

CUSTOMER RELATIONSHIP MANAGEMENT IN BANKING SECTOR:
A COMPARATIVE STUDY OF SBI AND OTHER NATIONALISED
COMMERCIAL BANKS IN INDIA
SANJAY KANTI DAS*
*Head,
Department of Commerce,
Lumding College, Lumding,
Nagaon, Assam.

Pinnacle Research Journals 68 http://www.pinnaclejournals.com

ABSTRACT
Customers are the focal point in the development of successful marketing strategy. Marketing strategies both influence and are influenced by consumers’ affect and cognition, behaviour and environment. In the banking field a unique ‘Relationship’ exists between the customers and the bank. But because of various reasons and apprehensions like financial burdens, risk of failure, marketing inertia etc., many banks are still following the traditional ways of marketing and only few banks are making attempts to adapt CRM. It is with this background, the researcher has made a modest attempt towards the idea that CRM can be adapted uniformly in the banking industry for betterment of Banking Services. The lack of understanding on Customer
Relationship Management (CRM) is always a concern among the service providers especially banks. Banks have their own way of managing their relationships with the customers. However, the perception of customers on CRM practices among banks should also be taken into consideration. Here in this paper, effort is given to study the comparative perception of SBI customers and other nationalised banks customers’ in the issue of CRM practices. It is observed that the approach of CRM by SBI and other nationalised are to some extent same and one but the reach is quiet distinguishable. It is due to the profile, their capability and the strategy of CRM in making it and reaching down to customers. On the contrary, it can also be

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