Title: Internet banking services as tool of CRM: a study of customer satisfaction in the National Capital Region, Delhi

Authors: Shamsher Singh; Naveen J. Sirohi

Addresses: Banarsidas Chandiwala Institute of Professional Studies, Sector 11, Dwarka, New Delhi 110075, India ' Banarsidas Chandiwala Institute of Professional Studies, Sector 11, Dwarka, New Delhi 110075, India

Abstract: CRM has emerged as one of the popular solutions for diminishing market share and sluggish growth in banking and financial sector. Since internet banking is based on the use of the internet, the services are mainly used in major cities of India. Internet banking is also considered an important CRM tool by the banks and is used as a business strategy to create, retain and maintain long-term profitable customer relationship. This paper examines the adoption of internet banking as a CRM tool by leading Indian banks. The study surveys the opinions of 400 customers of two public sector banks and two private sector banks (100 from each bank). ANOVA has been used for getting insights into internet banking services provided by the sample banks. The four selected banks are assumed to represent the banks in both the private and the public sectors and their CRM practices.

Keywords: CRM; customer relationship management; internet banking; customer satisfaction; customer attraction; customer retention; banking services; e-banking; electronic banking; online banking.

DOI: 10.1504/IJECRM.2014.066888

International Journal of Electronic Customer Relationship Management, 2014 Vol.8 No.1/2/3, pp.101 - 118

Available online: 13 Jan 2015 *

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