Customer Relationship Management Practices and Employee Sensitivities of Private Sector Banks: An Analysis in Indian Context

Abstract

This paper aims to scrutinize bank employees' perspectives on customer relationship management (CRM) practices in the banking sector, particularly private sector commercial banks operating in Goalpara District of Assam, India. The research plan consists of experimental in nature whereby different aspects of CRM in the banking sector have been extracted from the previous literature and tested on a sample size 24 number of employees working in the banks selected taking 3 each from 8 branches. Based on Bank Service Quality (BSQ) scale, variables were selected and analysed with the help of descriptive statistics and ranking analysis of identified parameters was utilized with the help of the Garret ranking technique. The study found that the loan facility and ATM facility along with service variety are found as the major product-related factors; timely services with trustworthy behaviour of the employees and the quality of services along with procedural simplicity and convenience is the most important service-related factors for evolving an effective CRM practice. The employee perceptions on the personal relationship of the bank officials with their customers’ staples in selecting the banks and retaining the customers.

DETERMINANT OF CUSTOMER LOYALTY FOR BANK SYARIAH INDONESIA AFTER M&A ACTIVITY BASED ON CONFIRMATORY FACTOR ANALYSIS

“…The performance of bank employees, particularly in terms of friendliness towards customers, increasing knowledge and skills, and professionalism, significantly influences customer perceptions and, consequently, customer loyalty. Research has consistently shown that employee behavior and competencies play a crucial role in shaping customer satisfaction and loyalty (Sultana et al, 2022) (Raza, 2023). For instance, employees are expected not only to be polite and courteous but also to possess the necessary product knowledge and communication skills to create strong relationships with customers, which is vital in sustaining customer loyalty (Long et al, 2013).…”

“…For instance, employees are expected not only to be polite and courteous but also to possess the necessary product knowledge and communication skills to create strong relationships with customers, which is vital in sustaining customer loyalty (Long et al, 2013). Additionally, the study by Sultana et al (2022) found that customer satisfaction is influenced by factors such as employee responsiveness, appearance of tangibles, social responsibility, services innovation, positive word-of-mouth, competence, and reliability. Furthermore, the mediating role of customer perceptions in the relationship between ethical responsibility, religious value, benefit, and security on satisfaction has been highlighted, indicating the importance of aligning employee behaviors with customer expectations and values (Rahman et al, 2023).…”