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IT and CRM: A case study of State Bank of India

Information Technology (IT) is a revolutionary technology which is sweeping every field of human activity. The technology has immense application in the banking industry, of particular interest is bringing together the banks and their customers into an immediate and close relationship. Accordingly, the new technology is expected to enable the banks to render more and better services to their customers, who are the very foundation of the banking system. SBI is the largest commercial bank in India and is providing good services to its esteemed customers by making use of modern technology and Customer Relationship Management (CRM). The implementation of CRM has helped the bank to come closer to its customers and the emphasis has shifted from sales to customers IT and CRM are considered as powerful tools in the banking industry and moreover the business of banking is very much dependent on the customer goodwill, for which IT is believed to open a new window of great opportunity by way of good CRM. The present case is mainly concerned with the use of IT and CRM in the India's largest public sector bank – SBI.

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Customers’ perception of current CRM practices at SBI: A case study of State Bank of India, Patna District, Bihar

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In the current era of economic revolution such as demonetisation and digitization banks are considered to be playing significant role. To sustain in this challenging environment, it is crucial that banks maintain good reputation with their customers. The survival of service organisations is imaginable only if they follow strong CRM (Customer Relationship Management) practices. CRM consists of number of variables that can be studied to understand customers’ perception of service quality of these organisations. Banks are also such organisations that entirely subsist on their relationship with their customers. Therefore, it is extremely essential to understand if banks are following worthy CRM practices and whether customers are satiated with these practices or not. It has been observed that certain issues are emerging in the market that may impact the reputation of SBI in Patna. The key reason for these issues is the intense competition in the market between public and private sector banks. Customers are known to be always right and they can effortlessly switch to different banks on account of any negative experience if they come across. In addition to this, it has been identified that private banks are somehow able to attract customers due to their constant run to improve their services and relationships with the customers to survive in the tough market. This factor seems to be lacking in the case of public sector banks such as SBI. In the light of this scenario, a research has been conducted to find out the satisfaction level of customers of SBI with its services. The research provides deep insight into the problems that customers are currently experiencing and suggestions have been provided that may provide solution to the emerging issues in the bank. Keywords: Customer relationship management, Customer satisfaction, Service quality.

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IT and CRM: A case study of State Bank of India

2016 IJRSM – Volume 5 Issue 1

Kumar, Santosh ICBM – SBE, Attapur, Hyderabad, India

Malyadri, Pacha* Government Degree college, Rayalaseema University, India ( [email protected] )

Information Technology (IT) is a revolutionary technology which is sweeping every field of human activity. The technology has immense application in the banking industry, of particular interest is bringing together the banks and their customers into an immediate and close relationship. Accordingly, the new technology is expected to enable the banks to render more and better services to their customers, who are the very foundation of the banking system. SBI is the largest commercial bank in India and is providing good services to its esteemed customers by making use of modern technology and Customer Relationship Management (CRM). The implementation of CRM has helped the bank to come closer to its customers and the emphasis has shifted from sales to customers IT and CRM are considered as powerful tools in the banking industry and moreover the business of banking is very much dependent on the customer goodwill, for which IT is believed to open a new window of great opportunity by way of good CRM. The present case is mainly concerned with the use of IT and CRM in the India’s largest public sector bank – SBI.

Keywords : information technology; customer relationship management; too big to fail; point of sale terminal

DOI : https://doi.org/10.5861/ijrsm.2016.1358

*Corresponding Author

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Customers’ perception of current CRM practices at SBI: A case study of State Bank of India, Patna District, Bihar

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