Customers’ perception of current CRM practices at SBI: A case study of State Bank of India, Patna District, Bihar

Abstract

In the current era of economic revolution such as demonetisation and digitization banks are considered to be playing significant role. To sustain in this challenging environment, it is crucial that banks maintain good reputation with their customers. The survival of service organisations is imaginable only if they follow strong CRM (Customer Relationship Management) practices. CRM consists of number of variables that can be studied to understand customers’ perception of service quality of these organisations. Banks are also such organisations 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 satiated with these practices or not. It has been observed that certain issues are emerging in the market that may impact the reputation of SBI in Patna. The key reason for these issues is the intense competition in the market between public and private sector banks. Customers are known to be always right and they can effortlessly switch to different banks on account of any negative experience if they come across. In addition to this, it has been identified that private banks are somehow able to attract customers due to their constant run to improve their services and relationships with the customers to survive in the tough market. This factor seems to be lacking in the case of public sector banks such as SBI. In the light of this scenario, a research has been conducted to find out the satisfaction level of customers of SBI with its services. The research provides deep insight into the problems that customers are currently experiencing and suggestions have been provided that may provide solution to the emerging issues in the bank. Keywords: Customer relationship management, Customer satisfaction, Service quality.