E CRM Practices in Banking Services and Customer Satisfaction with Special Reference to Selected Private Sector Banks in Kerala

Abstract

Introduction - Customer Relationship Management (CRM) originated in early 1970s newlinewhen the business units had a manifestation that it would be advisable to become newline customer emphatic rather that product emphatic . Birth of CRM was because of this newlineheedful perceptiveness. newlineIn this globalised era banking as transformed itself to technology banking, where banking newlinecant standalone with basic banking functions. When traditional banking relation happens newlineface to face, with the emergence of E-CRM, the transformation of face to face relation newlinechanged itself to faceless relationship. Transactions and other banking services happen in newlinemultiple locations with the help of Information Technology. newlineIn the Indian banking industry, acceptance of E-CRM is fast gaining in the competitive newlineenvironment from global and national level in the ongoing era of reforms.. newlineTransformation of CRM to E-CRM in banks is happening in fast pace despite of the size, newlinevolume and margin levels of banks. The word E-CRM is not new for the young Indian newlinecustomers; it s a basic requisite for their retention. In Short Fintech (Financial newlineTechnology) like E-CRM is a strategy tool to build bond that can retains customers and newlinebuild loyalty. newlinePurpose : The main purpose of the study is to find the E-CRM practices on customer newlinesatisfaction focusing on Trust, Service quality, Loyalty, Information Technology Adoption newlineand impact of physical branches, online and data protection selected (Federal, South newlineIndian, Catholic Syrian, Dhanalaksmi) banks operating in Kerala. E-CRM being an newlineimportant factor to run banking business. E-CRM implementation is aiming to retain newlineexisting customers and add value to the prospective customers by driving customer newlinesatisfaction .The research expands the body of knowledge on E-CRM practices in newlineKerala since it covers the banks registered (Scheduled Commercial Banks) and operating newlinein Kerala . By giving focus on the region because of its significance due to high financial newlineinclusion, 100 percent literacy and highest NRI population .The Study has made newlinesignific