A STUDY ON EFFECTIVENESS OF CUSTOMER RELATIONSHIP MANAGEMENT IN THE NAINITAL BANK LTD. (AT VIKASNAGAR BRANCH)

Customer Relationship Management (CRM) is a new technique in marketing where the marketer tries to develop long term relationship with the customers to develop them as life time customers. This research check the impact of customer relationship management activities on bank’s customer retention in The Nainital Bank Ltd.,Vikasnagar . For the purpose of study, a sampling analysis was conducted among (400) customers selected with the help of a structured questionnaire. (370) questionnaires were usable. Statistical answers give support on the high positive relationship between customer relationship management (CRM) and customer satisfaction. Thus, this paper aims to identify the reasons for the customers to prefer The Nainital Bank Ltd. at Vikasnagar. Further, this paper focuses the service provided by the staff in the bank. This paper is an attempt to find out CRM role in The Nainital bank Ltd. Few recommendations were suggested from this study were to create an awareness of loan facility, internet banking and locker service.