IMPACT OF CRM ON CUSTOMER SATISFACTION WITH REFERENCE TO PRIVATE SECTOR BANKS IN ERODE DISTRICT

ABSTRACT

After Privatization of Banking sector, the emergence of new banks and the intensity of competition among the banks has been drastically increased. Nevertheless, like olden days, banks are trying hard to source the new customers and to retain, satisfy the existing customer potential. This study was conducted to study whether CRM practice in Private banks impacts the level of customer satisfaction. For that purpose, studying the association between demographic prole of the respondent and level of satisfaction and analyzing the relationship between CRM dimensions and level of satisfaction were set as objectives. The researcher has collected 120 samples from the customers of HDFC and YES bank of Erode. The results of research analysis revealed that, CRM dimensions are positively correlated with customer satisfaction and it is required for the banks in several aspects.