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Research Article | Open Access
Volume 14 2022 | None
A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT(CRM) IN SELECTED DISTRICTS OF REGIONAL RURAL BANK OF KERALA
K.K SARITHA MOL,Dr.K. JOTHI
Pages: 10599-10605
Abstract
To gain a competitive advantage in today's world, many organizations in various industries, such as retailing,insurance, banking, and other service providers, recognize the importance of Customer Relationship Management(CRM) in acquiring new customers while also focusing on retaining existing ones.In order to achieve this goal every business houses is taking different marketing strategies to sustain in competitive business environment . This study investigates the influence of CRM practices on service quality and service satisfaction on customer relationship management in Regional Rural Bank of Kerala. Significant data for the study was acquired from both primary and secondary sources. This research will aid the chosen banks in efficiently adopting CRM practices. CRM, custome happiness, rural bank, service satisfaction, service quality are all keywords
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