CRM best practices and customer satisfaction: An empirical case study of commercial banks in Kerala (India)

Abstract

Differentiating products through best practices, providing timely services to encourage word of mouth publicity, among others have become a part of banking business today. To increase word of mouth publicity, banks utilize best practices to encourage long term relationship by strengthening quality of services. This paper presents the importance of service quality in the banking sector. The empirical study case study has been made to make an analysis of CRM best practices and customer satisfaction in commercial banks in Kerala. The assessment done based a sample of 450 customers of SBI and Federal bank found that the customers of both the banks are agreeing positively with the practices of CRM that the practices can attract a large number of customers to the banking area and also the practices make them satisfied and loyal to the industry.