Title: Satisfaction of banking system knowledge-based development in customers towards CRM practices in Salem district

Authors: G. Kalaiarasi; C. Mugunthan

Addresses: Department of Commerce, Periyar University P.G. Extension Centre, Dharmapuri, 636 701, Tamil Nadu, India ' Department of Commerce, Periyar University P.G. Extension Centre, Dharmapuri, 636 701, Tamil Nadu, India

Abstract: In service marketing, the customers play a crucial role. Financial services are demanding and need expert competence in product/service design. Banking is the oldest and most important financial service industry. Customer relationship management (CRM) plays an important role in the service industry, assisting in acquiring and retaining customers for long-term efficiency. CRM aims to attract and maintain customers' potential. As a result, banks are putting a greater emphasis on overall customer satisfaction, which means the customer is happy with the service. As a result, this study attempts to assess customer satisfaction using CRM techniques in a few private sector banks. Awareness of CRM is the main cause of worry among banking service providers. Conversely, customers' views of bank CRM practices should be considered. CRM activity helps banks respond promptly to client needs, boost customer awareness, and create a substantial customer database. As a result, CRM may be reinforced, ensuring that customers receive royal treatment regarding financial services.

Keywords: CRM; customer relationship management; knowledge of the market; factors; the relationship between customer and corporate; etc.; banking system; knowledge-based development.

DOI: 10.1504/IJKBD.2022.128897

International Journal of Knowledge-Based Development, 2022 Vol.12 No.3/4, pp.182 - 194

Received: 12 Jan 2022
Accepted: 01 Apr 2022
Published online: 09 Feb 2023 *

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