Srusti Management Review

A Journal of Management & IT

ISSN NO: 0974-4274(PRINT), ISSN NO: 2582-1148(ONLINE)Listed in Ulrich's Periodicals Directory, INDEXED IN J-GATE E-JOURNAL GATEWAY, EBSCOHOST, PROQUEST, U.S.A. & GOOGLE SCHOLAR A Peer Reviewed and Refereed Journal

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Effectiveness of e-CRM in Commercial Banks: A Customer Perspective

Year	2014
Volume/Issue/Review Month	Vol. - VII \| Issue I \| January - June
Title	Effectiveness of e-CRM in Commercial Banks: A Customer Perspective
Authors	Md. Rashid Farooqi , Sharda Kumari
Broad area	Effectiveness of e-CRM in Commercial Banks: A Customer Perspective
Abstract	The customer relationship management has a vital function of customer oriented marketing. The basic aim of this paper is to investigate how commercial banks use e-CRM tool in order to maintain their relationship with their clients by using online and offline mode such as internet, ATM, etc. It also provides a better perception of customer insight about e-banking. Robust infrastructure are required for the growth, maintain and retention of valuable customer. So, our study concludes that e-CRM now days becomes a tool for improving the customer retention ratio and improve customer relationship by increased efficient and effective utilization of e-CRM.
Description	CRM is defined as the process of acquiring retaining and growing profitable customer. It requires a clear focus on the service attributes that represent value to the customer and creates loyalty. It is a comprehensive sales and marketing approach to build
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