Internet banking services as tool of CRM: a study of customer satisfaction in the National Capital Region, Delhi

Abstract

CRM has emerged as one of the popular solutions for diminishing market share and sluggish growth in banking and financial sector. Since internet banking is based on the use of the internet, the services are mainly used in major cities of India. Internet banking is also considered an important CRM tool by the banks and is used as a business strategy to create, retain and maintain long–term profitable customer relationship. This paper examines the adoption of internet banking as a CRM tool by leading Indian banks. The study surveys the opinions of 400 customers of two public sector banks and two private sector banks (100 from each bank). ANOVA has been used for getting insights into internet banking services provided by the sample banks. The four selected banks are assumed to represent the banks in both the private and the public sectors and their CRM practices.