Customer Relationship Management in Public Sector Banks

This book will be useful for readers to know about CRM in banking industry.The book aims at evaluating the methods and practices for attracting and developing customer base; examining the efforts made by the public sector banks for enhancing customer satisfaction, loyalty and equity; analyzing the methods and practices followed by the banks for retaining the existing customers and regaining the lost ones; and identifying the problems and challenges standing in the way of customer relationship management. Apart from the above, effort has also been made to present a glimpse of the performance of banking industry in India. In order to make a comparative study, a few old and new private sector banks operating in Varanasi have also been studied. The study is exploratory in nature. Hence, it is based mainly on primary data. However, secondary data have also been used wherever found necessary.