Customer Relationship Management

The book highlighted the importance of CRM practices in commercial banks. The service sector in India is fast growing and their contribution to economic development is really impressive due to advancement in Information Technology. Among various services in the services sector, banking service occupies a key role in both in the development of individual customers and their business and social life. The study has academic and practical significance. Managing relations with customers has become an unquestionable issue in the wake of liberalization and globalization the basic objective of the study is to improve the quality of relationship between the banker and the customer and to have long-term tangible and intangible mutual benefits. To convert a prospective customer into a loyal customer, one of the important aspects is the quality of services offered by the bank, which acts as the foundation for the company to attract, maintain, and enhance customer relations.