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ABSTRACT
Customers are the focal point in the development of successful marketing strategy.
Marketing strategies both influence and are influenced by consumers’ affect and
cognition, behaviour and environment. In the banking field a unique ‘Relationship’
exists between the customers and the bank. But because of various reasons and
apprehensions like financial burdens, risk of failure, marketing inertia etc., many banks
are still following the traditional ways of marketing and only few banks are making
attempts to adapt CRM. It is with this background, the researcher has made a modest
attempt towards the idea that CRM can be adapted uniformly in the banking industry for
betterment of Banking Services.
The general objective of this study is to assess the contribution of customer relationship
management on PBZ performance and specific objectives are to determine if the CRM
has any impact on customer loyalty, to find out the extent in which the service provided
leads to customer satisfaction in PBZ and to offer pertinent suggestions based on the
findings. The study covers the sample of 45 respondents who were the customers of PBZ
and 5 officers from the banks including the IT manager, the customer service
department, the marketing manager and accountant. The primary and secondary data
were collected and analysed using a statistical package for social science (SPSS) and
presented in tabular form, chart and graph.
The major results showed that there is direct positive relationship between the quality of
service offered and customer satisfaction and there is direct positive relationship
between CRM programmes of PBZ on customer’s loyalty.
The study also showed that there is a significant improvement in bank performance and
it was recommended that organizations should understand that CRM is an inevitable tool
of marketing that can be considered as Critical Responsibility of Market with regard to
Banks in present context.
Keywords: Customer Relationship Management, customer loyalty, performance and
customer satisfaction |
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