A STUDY ON ASSOCIATION BETWEEN THE DEMOGRAPHICAL VARIABLES AND THE DIMENSIONS OF CRM IN PUBLIC SECTOR AND PRIVATE SECTOR BANKS IN KANYAKUMARI DISTRICT

Dr. R. Sam Renu, N. Prem Santhosh

Abstract


The abstract entitled “A study on association between the demographical variables and the dimensions of CRM in public sector and Public Sector banks in Kanyakumari District” was undertaken to find out the association between the demographical variables and the dimensions of CRM in public sector and Public Sector banks in Kanyakumari District. This study provides a step in understanding the existing customer relationship management practices in banks in the public sector and private sector banks. This study is an example of the knowledge that can be gained in understanding the effectiveness of customer relationship management strategies in the banking sector, the customer relationship management is one such tool which helps in meeting the customer’s expectations according to their changing needs. The study is a descriptive one. Primary data collected with the help of structured questionnaire administrated to Customers of Private and Public Sector Banks at Kanyakumari District. 335 respondents were selected by adopting simple random sampling using lottery method. The Data is collected from the top two banks (Private Sector and Public Sector Banks). The collected data were analyzed by using relevant statistical techniques like Mean Score, ANOVA, Factor analysis, Multiple Regression, Structural Equation Modelling using AMOS.  This study is an example of the knowledge that can be gained in understanding the effectiveness of customer relationship management strategies in the banking sector, the customer relationship management is one such tool which helps in meeting the customer’s expectations according to their changing needs. 

Keywords


Customer Relationship Management, CRM, Private and Public Sector Banks, Kanyakumari District.

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