Customer Relationship Management in Indian Banks

16 Pages Posted: 6 Apr 2009

See all articles by G. S. Popli

G. S. Popli

Delhi School of Business

D. N. Rao

Career Point University

Date Written: April 6, 2009


Indian Banks have recorded a phenomenal growth in the past decade with the initiation of Economic Reforms. The banks, both Public and Private, have transformed themselves into profit-oriented business organizations besides playing a developmental role in the economy. In an attempt to be more profitable, the banks have become competitive and more customer-oriented. This new orientation has compelled them to take a more pragmatic approach for conducting the business. In the backdrop of this scenario, the study reviewed implementation of Customer Relationship Management (CRM) and the impact of CRM on service quality and customer retention in ten public and private sector banks of India.

It was found that the Private Sector Banks have been able to implement the CRM practices more effectively as compared to their Public Sector counterparts. This fact has further been corroborated by the findings of the service quality level being provided by these banks. Further, it was observed both the public and private sector banks scored the least on responsiveness and empathy factors. Public Sector Banks have fared better in terms of reliability and assurance whereas the Private Sector Banks have fared better in terms of tangibility, reliability and assurance.

Further, the results suggest that the banks (whether public or private) are equally affected by CRM initiatives they undertake to retain the customers.

Keywords: Customer Relationship Management, Retention, Service Quality, Banks, Competition, Implementation

JEL Classification: FEN, MRN

Suggested Citation

Popli, Gurmukh Singh and Rao, Dabbeeru Neelakanteswar, Customer Relationship Management in Indian Banks (April 6, 2009). Available at SSRN: or

Gurmukh Singh Popli

Delhi School of Business ( email )

VIPS - Technical Campus
AU Block, Outer Ring Road
Delhi, 110034

Dabbeeru Neelakanteswar Rao (Contact Author)

Career Point University ( email )

Jhalawar Road
Kota, Rajasthan 325003
+919799040999 (Phone)

Register to save articles to
your library


Paper statistics

Abstract Views
PlumX Metrics

Under construction: SSRN citations will be offline until July when we will launch a brand new and improved citations service, check here for more details.

For more information