CUSTOMER RELATIONSHIP MANAGEMENT ANTECEDENTS: THE INDIAN STOCK BROKING PERSPECTIVE

krishna moorthy, srini vasan

Abstract


ABSTRACT

The purpose of the study is to identify the antecedents of customer relationship management of the stock broking firm. The scope of the study is restricted to the retail investors of the stock broking firm. The researcher used questionnaire method for collecting data from the retail investor. This study was undertaken during the period of October 2013 to February 2014. The study identified Commitment, Trust, Communication, Relationship equality; Empathy, Responsiveness and Reliability are the various antecedents of customer relationship management. The study also revealed that ‘Commitment’, ‘Trust’ and ‘Communication’ dimensions of customer relationship management has   a significant impact on investor’s satisfaction. The identified dimensions may help the stock broking firm to ascertain the priorities of retail investor with regard to customer relationship management.

 

Key Words: Retail Investor, Customer Relationship Management, Customer Loyalty, Trust, Commitment.

 


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