Abstract: The current study explores the association between deployment of customer relationship management (CRM) best practices and loyalty of profitable customers in Indian retail banking sector. The study comprises two parts. The first part called the CRM best practices survey involves the use of descriptive research design. The second part viz. case study research involves the use of embedded customer loyalty survey. The hypothesis testing based on literal and theoretical replication is done using the concept of pattern matching. The findings reveal that there is no perfect bank, as yet, across the three bank types, which has deployed all the 29 CRM best practices to the fullest extent.
Introduction: The current study explores the association between deployment of customer relationship management (CRM) best practices and loyalty of profitable customers in scheduled commercial banks of India with respect to retail banking segment. This is important because a strong positive association will act as a significant motivator to organizations for making larger investments towards deployment of CRM best practices. On the other hand, a weak association will fail to provide necessary encouragement to the same organizations for CRM deployment. The paper begins with an introduction to Indian banking industry and delineates the scope of the study…
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