Title: A model for CRM implementation in Indian public sector banks

Authors: S.S. Hugar, Nancy H. Vaz (D'Costa)

Addresses: P.G. Department of Studies in Commerce, Karnatak University, Pavate Nagar, Dharwad, Karnataka State, 580 003, India. ' St. Agnes College, Bendore, Mangalore, 575005, India

Abstract: India is on the threshold of a stark global competition, especially so for the banking sector with the likelihood of the economy opened for global banks soon. The Indian public sector banks which have come face-to-face with competition just since last decade are found wanting both with regard to performance as well as their customer orientation. This paper, first of all, evaluates the need for CRM implementation in the Indian public sector banks (PSBs) through the study of secondary as well as primary data. With the insight received from the exercise, and the review of other implementation models found in CRM and related IT literature, an optimum model for CRM implementation for Indian PSBs has been suggested in the second part.

Keywords: customer relationship management; CRM; information technology; implementation models; business innovation; company performance; customer orientation; public sector banks; new generation banks; globalisation; India; banking industry.

DOI: 10.1504/IJBIR.2010.029544

International Journal of Business Innovation and Research, 2010 Vol.4 No.1/2, pp.143 - 162

Published online: 30 Nov 2009 *

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