Measuring Overall Customer Satisfaction for CRM Activities Performed by Indian Commercial Banks in Surat City

Abstract

Purpose: The primary purpose of this paper is to measure the customer perception towards customer relationship management practices of Indian commercial banks in Surat city. The researcher also tries to study the different factors affecting the private and public sector banks’ customers.Design/methodology/approach: This research study is descriptive. The study adopted a nonprobability convenience sampling method after initially applying the stratified sampling. Findings: For private sector banks, reliability, responsiveness, and marketing mix elements have a significant relationship with overall satisfaction and also a significant relationship between overall customer satisfaction and loyalty. For public sector banks, a significant relationship found between assurance and marketing mix elements with overall customer satisfaction and between overall satisfaction and loyalty.Practical implications: The study researcher tried to establish a relationship between customer satisfaction and effective management of customer relationships. It is to be suggested that the banking sector, regardless of the tangible elements, should improve its operations in providing customers with highly advanced and reliable services.Originality/value: The research study aims to make managers able to assess CRM activities and processes in Indian commercial banks, focusing on new methods of delivering banking services and ways to managing healthy relationships with key customers.