Journal Press India®

Customer Relationship Management Practices and Customer Loyalty in Commercial Banks: An Empirical Study

Vol 4, Issue 2, July - December 2017 | Pages: 62-71 | Research Paper  

 
Article has been added to the cart.View Cart (0)
https://doi.org/10.17492/mudra.v4i02.11448


Author Details ( * ) denotes Corresponding author

1. Linie Darli, HSST Commerce, St. Joseph’s Convent Girls HSS, Thrissur, Kerala, India (liniedarli@hotmail.com)
2. * R. Vasanthagopal, Assistant Professor, School of Distance Education, University of Kerala, Thiruvananthapuram, Kerala, India (vasanthagopalr@yahoo.com)

Differentiating products through best practices, providing timely services to encourage word of mouth publicity, and increasing quality of services through best practices have become benchmarks in retail banking sector in India. A number of research studies have been performed that have highlighted the importance of Customer Relationship Management (CRM) in banking industry and its contribution to customer satisfaction and retention. This empirical paper closely examines the association between CRM best practices and customer loyalty in commercial banks in Kerala. The assessment done based on the opinion of customers exposed that there is a good association between CRM practices and customer loyalty in commercial banks in Kerala.

Keywords

Customer Relationship Management (CRM); Commercial banks; Retail banking; Best practices; Customer loyalty

  1. Bhasker, P.V. (2004). Customer service in banks. IBA Bulletin, XXVI(8), 9-13.
  2. Cronin, M. J. (1998). Defining net impact: The realignment of banking and finance on the web. In Cronin, M. J. (Ed.) Banking and Finance on the Internet. New York: John Wiley & Sons, pp. 1-18.
  3. Ennew, C. T & Binks, M. R. (1996). The impact of service quality and service characteristics on customer retention: Small business and their banks in the UK. British Journal of Management, 7(3), 219-230.
  4. Gronroos, C. (1994). from marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4-20.
  5. Healy, T. J. (1999). Why you should retain your customers. America's Community Banker, 8(9), 22-26.
  6. Jacoby, J. & Knyer, D.B. (1973). Brand loyalty versus repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
  7. Das, K., Parmar, J. & Sadanand, V. K. (2009). CRM best practices and customer loyalty:  A study of Indian retail banking sector. European Journal of Social Sciences, 11(1), 63-83.
  8. Lassar, W.M., Manolis, C. & Lassar, S.S. (2005). The relationship between consumer innovativeness, personal characteristics, and online banking adoption. International Journal of Bank Marketing, 23(2), 176-199.
  9. Reichheld, F. F. & Kenny, D. (1990). The hidden advantages of customer retention. Journal of Retail Banking, 7(4), 19-23.
  10. Wilson, D.T. (1995). An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science, 23(4), 335-45.
Abstract Views: 233
PDF Views: 126

Advanced Search

News/Events

Institute of Managem...

Deccan Education Society Institute of Management Development and Re...

S.B. Patil Institute...

Pimpri Chinchwad Education Trust's S.B. Patil Institute of Mana...

D. Y. Patil IMCAM, A...

D. Y. Patil Institute of Master of Computer Applications & Managem...

Vignana Jyothi Insti...

Vignana Jyothi Institute of Management International Conference on ...

Department of Commer...

Department of Commerce, Faculty of Commerce & Business, University...

Birla Institute of M...

Birla Institute of Management Technology (BIMTECH) 3rd Pritam Singh M...

OP Jindal University...

OP Jindal University, India 4th International Conference on  ...

Department of MBA, N...

Department of MBA, Narayana Engineering College Nellore International...

Vignana Jyothi Insti...

Vignana Jyothi Institute of Management Conference Proceedings,...

Online Proceedings R...

Conference Proceedings, March 2023 ISBN: 978-81-956810-6-8 ...

By continuing to use this website, you consent to the use of cookies in accordance with our Cookie Policy.