Innovative Services in Banks through Customer Relationship Management

Abstract

A purpose of marketing strategy is to develop a competitive advantage; it provides customers with superior value compared with competitive offerings. Banking industries have traditionally operated in a relatively stable environment for decades. The purpose of the study is to important service quality of commercial banks refer to process quality as judged by customers during a service delivery and output quality judged after a service is performed. The important objective of the establishment of the CRM at the commercial banks is to enrich customer satisfaction and generate customer loyalty. In the present study, the outcome of the CRM implementation of innovation services has been measured with the help of the customers perception on the overall service of the banks.