CRM in Indian banking Sector: exploring the critical success factors
by Manoj Patwardhan, Pankaj Srivastava, Kirti Kumar, Santosh Kumar, Abhishek Garg, Devesh Arya
International Journal of Business and Emerging Markets (IJBEM), Vol. 1, No. 3, 2009

Abstract: Customer Relationship Management (CRM) is no longer a new term but a reality for many organisations. Banking is a prime candidate for CRM transformation, as competition in this sector increases; an excellence in service becomes a critical success factor. The study discovers the factors that influence CRM in Indian Banking Sector and evaluates the current CRM implementation process. Respondents are from both private and public sector banks. Findings of this study have relevance for managers as these findings provide them with the current scenario of CRM. Further managers learn to identify CRM-related factors that could contribute to CRM implementation.

Online publication date: Mon, 23-Feb-2009

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