Innovative Services in Banks through Customer Relationship Management

Authors

  • K. Ganesamurthy Assistant Professor, Department of Corporate Secretaryship, School of Management, Alagappa University, Karaikudi, Tamil Nadu, India

DOI:

https://doi.org/10.51983/ajms-2015.4.2.1196

Keywords:

Innovative Services, Banks, Customer Relationship

Abstract

A purpose of marketing strategy is to develop a competitive advantage; it provides customers with superior value compared with competitive offerings. Banking industries have traditionally operated in a relatively stable environment for decades. The purpose of the study is to important service quality of commercial banks refer to process quality as judged by customers during a service delivery and output quality judged after a service is performed. The important objective of the establishment of the CRM at the commercial banks is to enrich customer satisfaction and generate customer loyalty. In the present study, the outcome of the CRM implementation of innovation services has been measured with the help of the customers perception on the overall service of the banks.

References

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Anand, S. (2008). Customer Relationship Management in Indian Banks. Journal of Professional Banker, December, 66-70.

Dyche, J. (2001). The CRM Handbook: A Business Guide to Customer Relationship Management. Addison-Wesley, Boston, MA.

Fill, C. (2002). Marketing Communications: Contexts, Strategies and Applications. Prentice Hall, Harlow.

Rangarajan. (2010). Effective Role of Customer Relationship Management in Banking Sector. Global Research Review, New Delhi.

Shibu, N. S. (2011). Customer Relationship Management and Banking Industry. Journal of Social Sciences, 36(17), 72-79.

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Published

12-08-2015

How to Cite

Ganesamurthy, K. (2015). Innovative Services in Banks through Customer Relationship Management. Asian Journal of Managerial Science, 4(2), 6–9. https://doi.org/10.51983/ajms-2015.4.2.1196