A Case Study of Customer Relationship Management in J&K Grameen Bank Samba of J&K

HARISH SAMBYAL

doi:10.36948/ijfmr.2023.v05i06.11424

A Case Study of Customer Relationship Management in J&K Grameen Bank Samba of J&K

Author(s)	HARISH SAMBYAL
Country	India
Abstract	This study aims at making contribution to the literature on understanding the relationship between customer relationship management, customer satisfaction and customer loyalty in context to J&K Grameen Bank. This study attempts to investigate the dimensions of customer relationship management (CRM) and Customer satisfaction (CS) that influence customer loyalty (CL). Today the banking sector is making significant contribution to the economic development and redefining the consumption habits of Indians. The constantly changing consumer attitudes and buying behavior is making it difficult for bankers and service providers to take their customers for granted. The highly demanding and knowledgeable consumers are compelling banks to stock a huge product range, offer attractive discounts, in an aesthetically set up environment and so on- all in the hope of having a loyal customer base. But high lead times, seasonal fluctuations, evolving consumer preferences are some of the issues creating a stiff completion in the business environment. So, banks and service providers have realized that it is very essential to work towards getting into customer relationship management programmes. For this, banks and service providers are working out ways to understand the opportunity and having preferences of individual customers that chart out strategies and programs so as to develop a base of loyal customers who will patronize the banks and service providers frequently. The study is based on descriptive and exploratory style using primary data.
Keywords	Keywords: Customer Relationship Management, Financial Inclusion, J&K Grameen Bank Finacle, Engendering Empowerment.
Field	Mathematics > Economy / Commerce
Published In	Volume 5, Issue 6, November-December 2023
Published On	2023-12-31
Cite This	A Case Study of Customer Relationship Management in J&K Grameen Bank Samba of J&K - HARISH SAMBYAL - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.11424
DOI	https://doi.org/10.36948/ijfmr.2023.v05i06.11424
Short DOI	https://doi.org/gtbtc6

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A Case Study of Customer Relationship Management in J&K Grameen Bank Samba of J&K

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