Indian Banks: The adoption of CRM program to encourage use of e-banking & obtain customer feedback regarding Quality of IT related services

Munish Sabharwal

Abstract


ABSTRACT: The main objective of this research paper is to observe whether the selected Indian Banks are running any CRM program to encourage customers to use of Net Banking, Mobile Banking, SMS Transaction Alerts, Credit / Debit Cards, E-Statement mailers etc and whether the selected Banks run any CRM program to obtain customer feedback regarding the Quality of IT Related services of offered by the Bank. This was pursued by conducting structured interview of branch heads of the selected 16 scheduled banks of Meerut (U.P.). The researcher with the help of a questionnaire inquired from the branch heads of selected banks and compared the responses with the desired state using GAP Analysis Worksheet. The study indicated that the most of the banks selected by the researcher in his research are having CRM (Customer Relationship Management) program to encourage use of Net Banking, Mobile Banking, SMS Transaction Alerts, Credit / Debit Cards, E-Statement mailers among customers.

The study also indicated that the most of the public sector banks selected by the researcher in his research are not running any CRM program to obtain customer feedback regarding the Quality of IT Related services, whereas most of the private sector banks selected by the researcher in his research are running such a CRM program to obtain customer feedback.


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ISSN : 2251-1563