The Role of Customer Relationship Management (CRM) in Enhancing Customer Satisfaction within Public Sector Banks: A Study in Madurai District

Abstract

This research aims to investigate the crucial role of Customer Relationship Management (CRM) practices in shaping customer perceptions of services within public sector banks in the Madurai District. As the banking sector becomes more competitive, effective CRM strategies are vital for building positive customer experiences, fostering loyalty, and ultimately improving how a bank's services are perceived. Public sector banks, often seen as slow to adopt modern customer-centric approaches, face a pressing need to use CRM to meet evolving customer expectations and compete with their more agile private sector rivals. The study will explore various components of CRM implementation, such as personalized communication, mechanisms for resolving complaints, the integration of customer feedback, and relationship-building activities. The goal is to understand how these elements directly and indirectly affect a customer's perception of service quality, efficiency, and responsiveness. Using a mixed-methods approach, the research will combine quantitative surveys and qualitative interviews with a diverse group of public sector bank customers in Madurai to gain comprehensive insights. The findings are expected to provide valuable recommendations for public sector banks to strategically enhance their CRM frameworks, thereby improving customer satisfaction and strengthening their market position in the region. This research paper aims to discuss about the role of Customer Relationship Management (CRM) in enhancing customer satisfaction within public sector banks: a study in Madurai district.