Advertisement!
Author Information Pack
Editorial Board
Submit article
Special Issue
Editor's selection process
Join as Reviewer/Editor
List of Reviewer
Indexing Information
Most popular articles
Purchase Single Articles
Archive
Free Online Access
Current Issue
Recommend this journal to your library
Advertiser
Accepted Articles
Search Articles
Email Alerts
FAQ
Contact Us
Journal of Social Welfare and Management

Volume  10, Issue 3 (Special Issue), Sep-Dec 2018, Pages 371-375
 

Original Article

Customer Perspectives on Relationship Marketing in Thrissur Based Banks

Soudamini M, E. Murali,

1 Research Scholar 2 Associate Professor and Head, Post graduate and Research Department of Commerce and Management, Sri. C. Achutha Menon Government College, Thrissur, Kerala 680014, India.

Choose an option to locate / access this Article:
90 days Access
Check if you have access through your login credentials.        PDF      |
|

Open Access: View PDF

DOI: http://dx.doi.org/10.21088/jswm.0975.0231.10318.8

Abstract

 Customer Relationship Marketing is a business philosophy in dealing customers efficiently and effectively. Research on Customer Relationship Marketing in banking sector is relevant more when it is made on comparative basis. This paper is an outcome of a sample study on customer perception about relationship marketing strategies of three private sector commercial banks headquartered in Thrissur, namely South Indian Bank, Catholic Syrian Bank and Dhanlaxmi Bank. Responses collected from 114 customers of these selected banks are the primary data source of the study. Based on the relevant literature, the study measured five dimensions customer relationship marketing namely bonding, trust, communication, and commitment and satisfaction. The Intra bank analysis of various dimensions of CRM by using ANOVA revealed a statistically significant difference in customer perception in respect of South Indian bank. But ANOVA comparison of CRM practices did not divulge any statistically significant difference among the three banks.

 


Keywords : Business philosophy; Customer relationship marketing; South Indian bank; Catholic Syrian bank; Dhanlaxmi bank; Bonding; Trust; Communication; Commitment; Satisfaction.
Corresponding Author : E. Murali, Associate Professor and Head, Post graduate and Research Department of Commerce and Management, Sri. C. Achutha Menon Government College Thrissur, Kerala 680014, India.