Journal Press India^®

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Customer Relationship Management is a business strategy in this competitive scenario.CRM is being used as a tool to enhance a business and a firm profit. Banks are giving much emphasis on CRM to maintain old customers and make new customers. Present study focuses on CRM. Customer relationship management (CRM) is a business strategy in public sector banks. Geographical region Jaipur (Rajasthan) in India has been selected for this research paper. Multiple choice questionnaires is drafted and random sampling is used for this study. 86 private sector banks customers have been selected- 43 ICICI bank customers and 43 AXIS bank customers. Mean and percentage have been used for data analysis. After data analysis findings show that customers are satisfied from service factors, staff factors, environment factors apart from promotional factors. By promotional factors customers are less satisfied.

Keywords

Customer Relationship Management; Customer Satisfaction; Retail Banking

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