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Research Journal of Humanities and Social Sciences
Year : 2019, Volume : 10, Issue : 4
First page : ( 1025) Last page : ( 1028)
Print ISSN : 0975-6795. Online ISSN : 2321-5828.
Article DOI : 10.5958/2321-5828.2019.00167.0

Customer Relationship Management Practices in Banking: A Comapartive Study of SBI and ICICI Bank

Dr. Agrawal Vishal

M. Com, Ph. D, Firozabad (U.P.)

Online published on 3 February, 2020.

Abstract

CRM is one of the emerging business strategies in present scenario that directly effects the growth and profitability of banking sector. It is a customer centric strategy that deals and goes around with the customers. It enables the banking sector to identify their most profitable customers and targeting them to achieve a long term profitable and mutual beneficial relationship with the customers. In Indian banking sector, Customer Relationship Management is still under developing stage. The CRM practices have been implemented in many banks but on a limited scale. In this paper an attempt has been made to figure out the CRM practices in SBI and ICIC bank in Western UP area by concluding some questionnaires from the customers of the respective banks.

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Keywords

CRM, SBI, ICICI, Information technology service sectors.

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