A Study on Customer Relationship Management as a Competitive Strategy Adopted by Public Sector Banks with Reference to State Bank of India, Guwahati-The Customer’s Perspective

Abstract

In the current era of economic revolution such as demonetization and digitization, banks are considered to be playing an important role. To sustain in this challenging environment, it is crucial that banks maintain good reputation with their customers. The survival of service organizations is imaginable only if they follow strong Customer Relationship Management practices. CRM is a strategy to acquire, grow and retain profitable customers in order to get competitive advantage. Banks are also such organizations that entirely subsist on their relationship with their customers. Therefore, it is extremely essential to understand if banks are following worthy CRM practices and whether customers are satisfied with these practices or not. In the light of this scenario, a research will be conducted to focus on customer’s perspective on various CRM strategies adopted by SBI. This research will be conducted to find out the satisfaction level of customers of SBI with its services. This research will aim at the problem that customers are currently experiencing and suggestions may be provided to solve the emerging issues in the bank if any. Keywords: Customer relationship management, Customer satisfaction, Service quality.