Assessing customer satisfaction of an Indian public sector bank using customer relationship management

In the present day, the concept of banking is not simply confined to accepting deposits, lending and money transmissions but also to insurance, advisory service, merchant banking, factoring and the like. To meet the competition in the market, the banks have to plan marketing strategies to achieve customer satisfaction by providing the customer with what he wants, when he wants and where he wants. Customer relationship management (CRM) integrates customers, service processes and technology to maximize relationship with all customers, distributional channel numbers, internal customers and suppliers. CRM results in better margins with enhanced customer satisfaction and reduced administrative costs. Random sampling method is adopted for the collection of data from the respondents. In Thiruchirappalli regional office of State Bank of India, area operations are selected within 10 kilometer radius from the Main branch and 60 questionnaires per branch have been distributed in 10 branches. Out of 600 questionnaires, 109 are found incomplete and 491 are fully complete with 81.83% of response rate. The data collected were analysed with the help of ANOVA single factor and weighted ANOVA by using SPSS Package. The respondents are satisfied with the attitude of the bank towards them and the information provided by the bank regarding the products and services.