The Customer Relationship Management Practices of selected Public Sector Banks in Gujarat [Performance analysis of CRMP in selected PuSB in Gujarat]

This research article examines the importance of CRM in creating a sustainable relationship between customers and public sector banks in India. The study investigates customers perceptions of CRM practices of selected public sector banks in Gujarat State, India; relationship between the customers perception and attitude of customers towards CRM practices of banks in India; impact of customer help desk of selected banks on customers perception of banks in India; and the relationship between the CRM practices and attitude of the customers towards factors contributing to services quality. For the purpose of this current study, a sampling survey was conducted among 120 customers of selected public sector banks in India namely State Bank of India, Bank Of Baroda and Bank Of India with the help of a structured questionnaire. The tools used for this study are Percentage analysis and Chi – Square test. The study shows effective CRM practices can lead to confidence in the formal banking sector given the cultural perceptions of banks in India. Also, the study reveals that public sector banks can build relationship with customers by making use of technology and managing information to improve service delivery and achieve increase in their customer base, customer royalty and retention.