Customer’s Perception Regarding Behaviour and Dealing of Bank Employees related to CRM Practices-An Empirical Evidence from Haryana

Abstract

In the present time, consumers are the king of the market and banks can take advantage to know their behaviour even they can capture market in context of market share. This paper provides necessary information about the role of customers for the behaviour of bank employees. For this, the customers of private and public banks were surveyed with given 14 different statements regarding CRM practices adopted by different banks. Around 780 respondents were selected to collect the required information with the help of questionnaire (questions based on Likert Scale) and after tabulation, factor analysis was applied. Researcher made few hypotheses based on the perception of customers and behaviour of bank employees. This survey helped to evaluate the actual perception of service users towards CRM practices of each bank. The identification of this framework will help bank manager to effectively implement CRM for loyalty and to give more satisfaction to the customers. As a result of the study, it is suggested that banks should show more interest in proper implementation of CRM practices.