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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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