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Employee Perception On Ecrm In Banks – An Empirical Investigation

Author: 
Dr. S. Kavitha
Subject Area: 
Social Sciences and Humanities
Abstract: 

Today we have an emerging concept called ECRM – Electronic Customer Relationship Management, a means for the companies to conduct interactive and personalized communications with customer. This can be possible using both electronic and traditional channels. Companies whether manufacturing or service industries, need to adopt right customer relationship strategies in order to survive in the competitive world. This is very much true for service industry like banks. Due to LPG era banks in India, are facing severe competition. Both public and private banks have to rise up to the level of satisfying entire customer groups to sustain in the competitive environment. Banks are using ECRM tools for creating relationship with their customers. Bank employees are working with these ECRM tools and success of these tools entirely depends on the ways in which it is properly adopted and used by these employees. This study was conducted with an objective to know the employee perception on ECRM tools. Employees from public and private sector banks are selected randomly from different cities of Tamilnadu and questionnaire was used as a data collection tool and data is analyzed using various statistical tools. The study concluded that banks are investing heavily on Information technology but unless they train their Employees and customers it will be very difficult for them to enjoy all the services and privileges provided by the banks. Keywords: Customer Relationship Management, Electronic Customer Relationship Management, Private Sector Banks, Public sector banks.

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