Title: Examining the impact of CRM on customer satisfaction: a case of an Indian public sector bank

Authors: Bhavneet Kaur; Neelam Dhall; Anuradha Jain

Addresses: Jagan Institute of Management Studies, 3 Institutional Area, Sector-5, Rohini, Delhi-110085, India ' Jagan Institute of Management Studies, 3 Institutional Area, Sector-5, Rohini, Delhi-110085, India ' Jagan Institute of Management Studies, 3 Institutional Area, Sector-5, Rohini, Delhi-110085, India

Abstract: In the wake of constant changes in the economic scenario, advent of new technologies and cut-throat competition, the banking sector has evolved its approach towards serving customers. Customer relationship management (CRM) has, therefore, acquired a strategic position in this sector. Keeping this in mind, the present study aims to understand the dynamics of the relationship between CRM and customer satisfaction in a public sector bank in India. In this context, the authors seek to examine the impact of CRM dimensions on overall customer satisfaction. The data was collected through the schedule method from the bank account holders. The data has been analysed using t-test, ANOVA, correlation and multiple regression analysis. Results establish the effect of 'gender' and 'age' on the level of customer satisfaction in case of few CRM dimensions. Moreover, two CRM dimensions, i.e., 'value proposition' and 'privileges and infrastructure' were found to significantly contribute to overall customer satisfaction.

Keywords: customer relationship management; CRM; customer satisfaction; demographics; banking sector.

DOI: 10.1504/IJBIR.2025.144390

International Journal of Business Innovation and Research, 2025 Vol.36 No.2, pp.186 - 203

Received: 15 Apr 2021
Accepted: 22 Jan 2022
Published online: 11 Feb 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article