Cite this article:
Dubey (2015). An Empirical Study of Customer Relationship Management Practices In Axis Bank With Reference to Raipur City. Journal of Ravishankar University (Part-A: Science), 20(1), pp.54-62.
Journal
of Ravishankar University, Part-A,19-20,
pp.54-62, 2014-15 ISSN 0970 5910
An Empirical Study of Customer Relationship Management
Practices In Axis Bank With Reference to Raipur City
Archi Dubey
Archi Dubey , Institute of Management,
Pt. Ravishankar Shukla University, Raipur.
[Received: 15 November, 2014; Revised
Received: 10 May, 2015; Accepted: 11 May 2015]
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.
Keywords:
Customer Relationship Management; Customer Loyalty;
Customer Satisfaction; Customer Service; Knowledge and Experience
NOTE: Full version of this manuscript is available in PDF.