CHAPTER ONE 1 60 The Introduction. CHAPTER TWO Research Methodology and Statistical tools employed

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1 CONTENTS

2 PAGES DECLARATION PREFACE ACKNOWLEDGEMENTS LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATION CHAPTER ONE 1 60 The Introduction CHAPTER TWO Research Methodology and Statistical tools employed CHAPTER THREE Comparative Analysis of the banks on Significance of CRM CHAPTER FOUR Comparative Analysis of the banks on CRM Strategies CHAPTER FIVE Main Findings and Recommendations CHAPTER SIX Summary APPENDICES Appendix: A Questionnaire A Appendix: B- Raw Data of the executives of the Banks Appendix: C- Raw Data of the customers of the banks BIBLIOGRAPHY bib Books Articles Other Sources

3 CHAPTER-ONE THE INTRODUCTION The Problem Review of Existing Literature The Conceptual Framework Operationalisation of the Study The Focus of Study The Objectives of the Study The Hypotheses of the Study The Limitations of the Study The organization of the Study

4 The present chapter highlights the problem of the study. The study recognizes the concept of Customer Relationship Management (CRM) in Indian banks and its impact on the Customer Retention, as the customer retention has become the major challenge for the banks in current economic scenario. An attempt has been made in the present chapter to identify the significance of Customer Relationship Management in Indian banks witnessing the declining customer loyalty and market share. Review of Existing Literature presents an overview of the studies conducted in this regard, both in India and abroad. Conceptualization and operationalisation of the concept has also been included in this section of the study. Focus of the study, objectives, hypothesis, limitations and organization of the study further add to the scope and value of the present chapter.

5 CHAPTER-TWO THE RESEARCH METHODOLOGY AND STATISTICAL TOOLS EMPLOYED The Research Methodology - Research Design - Universe of the Study - Survey Population - Sample and Sampling Techniques Profile of Selected Banks Methods and Sources Employed for Collection of Data Method of Analysis Scoring Pattern Statistical Tools Employed

6 The present chapter seeks to examine the status of CRM in India and its market size. The role of Customer Relationship Management in the Indian banking industry has also been studied. The current market scenario of CRM in India has been focused in the succeeding chapter. This chapter also examines the research methodology adopted with major emphasis on research design, universe of the study, survey sample, sample and sampling techniques, scoring pattern and methods of data collection tools employed for the purpose. The chapter ends with a brief profile of sampled bank from all the three categories of banks i.e. Public, Private and Foreign Sector Banks.

7 CHAPTER-THREE COMPARATIVE ANALYSIS OF THE BANKS ON SIGNIFICANCE OF CRM Existing CRM strategies of Sampled Banks Factors of Significance of CRM - Customer Loyalty and Trust - Customer Retention - Customer Satisfaction - Competitive Advantage Comparative Analysis of the Banks on the factors of Significance of CRM

8 The present chapter studies the existing CRM strategies of the sampled banks to understand the recent status of CRM in these banks. Further the significance of CRM has been verified from the executives as well as the customers of the banks by exploring the factors of significance of CRM in banks. Further the analysis related to the first objective by exploring factors i.e. Customer Loyalty and Trust, Customer Retention, Customer Satisfaction and Competitive Advantage has been compared through descriptive analysis between the executives and customers of public, Private and Foreign sector banks to further substantiate the significance of CRM in banks. To accomplish this questionnaire comprising of 23 statements (Appendix- B) has been framed to record the views of executives and customers on significance of CRM in Banks.

9 CHAPTER-FOUR COMPARATIVE ANALYSIS OF THE BANKS ON CRM STRATEGIES Factors Influencing the Customer Relationship Management strategies of banks in India Customised Product and Services Customer Focus CRM Organisation Customer Knowledge Management Communication Management Technology Process Tools and Facilities for CRM

10 The present chapter focuses on the factors that are mainly considered by Banks while designing and implementation of their CRM strategy. This section of the study addresses the comparative analysis to understand the gap between the designed and implemented Customer Relationship Strategy by the Banks. To do so, a questionnaire comprising 76 questions (Appendix- B) has been developed and response of the executives and the customers of the sampled banks were collected. The questions were so designed that the entire spectrum of the activities related to customer relationship management has been included with major focus on these factors. The descriptive analysis has been performed on the factors of CRM strategy identified through factor analysis. These factors have been groped into seven major categories namely, customised product and services, customer focus, CRM organisation, customer knowledge management, communication management, technology process and tools and facilities for CRM. Each category covers various aspects considered by the banks while managing their relations with their customers. The impact of these factors has been investigated in the last portion of this chapter.

11 CHAPTER-FIVE MAJOR FINDINGS AND RECOMMENDATION The Findings Recommendations

12 In the current chapter, an attempt has been made to record major inferences and findings. Accordingly, the chapter covers the significant observations and findings on the basis of the data analysis conducted in the previous chapters. In this section, the focus of discussion has been on various factors i.e. customised product and services, customer focus, CRM organisation, customer knowledge management, communication management, technology process and tools and facilities and its impact on the CRM strategies of the Indian banks. Based on the observations and findings the researcher seek to make a set of recommendations that could be taken on with an explicit eye on the determined targets of the Customer Relationship Management in Indian Banks.