Study of Customer Perception Towards Customer Relationship Management. Of Indian Commercial Banks in Surat City

      Аннотация: By considering the relationship marketing and value driven activities of banks, this book provides a theoretical framework for identifying appropriate relationship building activities. its make manager enable to assess CRM activities and processes in retail banks, focusing on new methods of delivering banking services and ways to managing healthy relationship with customers. The intensive competition between retail banks in India and all the banks realized the needs for protecting existing customer base. Maintaining customer relation and build a loyalty has become a business strategy, and banks also realize that customer lifetime value identifies the value of a long-term relationship. This study mainly focused on types of CRM practices deployed in Indian banking sector and the changes needed with evaluation and cut throat competition. It helps to increase the ability to serves customer better and to improve the marketing productivity. It also helps to understand the effectiveness of CRM

Ключевые слова: customer relationship management practices, Indian Commercial Banks