Title: Adopting analytic hierarchy process to prioritise banks based on CRM effectiveness - the customers perspective

Authors: C. Padmavathy; V.J. Sivakumar

Addresses: Marketing Division, VIT Business School, VIT University, Vellore, 632 014, India ' Department of Management Studies, National Institute of Technology, Tiruchirappalli, 620 015, India

Abstract: Over the past few years, Indian private sector banks has placed stringent competition to public sector banks as the private sector banks pioneered in adopting newer technologies, broad product mix and, flexible offerings in products/services. To win the battle of competition, Indian banks today are focusing towards practicing customer relationship management effectiveness (CRME) to develop and maintain long-term customer relationships. This paper is an attempt to identify the most effective CRM bank with respect to varied CRM practices among the select banks. Sample of 42 retail bank customers were studied using analytic hierarchy process (AHP) for this purpose. The study findings set aside significant implications to each bank corresponding to each CRM practice (dimension).

Keywords: customer relationship management; CRM effectiveness; CRME; public sector banks; private sector banks; banking industry; analytical hierarchy process; AHP; India; customer perspectives; customer relationships; bank customers; retail banking.

DOI: 10.1504/IJBIR.2017.080712

International Journal of Business Innovation and Research, 2017 Vol.12 No.1, pp.80 - 93

Received: 21 Jul 2014
Accepted: 21 Sep 2014

Published online: 05 Dec 2016 *

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