Effectiveness of CRM in Banking Services with Reference to ATM Services in NCR Delhi

Abstract

In the recent years, CRM has emerged as one of the most widely prescribed solutions for diminishing market share and sluggish growth in banking and financial sector in particular This study focuses on the theoretical aspects of CRM in general and adoption of ATM services as CRM practices by the leading Indian banks such as State Bank of India, ICICI bank, HDFC Bank & Punjab National Bank in particular. The banking sector has undertaken various initiatives to attract, build and retain their customers. Thus, we saw the establishment of first ATM by HSBC bank in Delhi in 1987. This was followed by private as well as public sector banks. Although the ATM services are available across the length and breadth of the country, it is mainly used in major cities of India by various public and private banks as CRM tool. The main aim of this research is to study the effectiveness of ATM services as provided by these banks. The study uses customer opinion survey (N=400) of two public sector banks and two private sector banks (100 respondents for each bank). ANOVA provides insights in the ATM services provided by the banks in question. The four banks taken into consideration are assumed to represent the functioning of both the private and the public sector and their CRM practices. This is done to generalize the findings and to give our recommendations and suggestions to the banks in question.