ABSTRACT:
In India as well as world banking system is the core of all financial activities including lending and depositing money, providing loans to institutions and private players and institutions. Banks are integral part of the service sector in India which went many transformational changes in last few decades due to privatization, technological up gradation, and changing in financial policies and procedures, increased completion etc. All these factors are putting tremendous pressure on the banks to perform better in order to survive in cut throat completion. This paper tried to identify the factors influencing the Customer Relationship Management practices (CRM) in Axis Bank in Raipur city. Total 150 samples were taken and correlation and mean scores were calculated to analyze the data. Study reveals that knowledge and experience of the staff, customer satisfaction, and customer service all have positive relationship with the customer loyalty. Suggestions are offered to improve relationship and maintain loyalty with the bank customers.