Impact Of Customer Relationship Management Practices And Their Service Quality Of Union Bank Of India In Tirupur City

Commerce

Customer Relationship Management (CRM) plays a pivotal role in shaping service quality and enhancing customer satisfaction, particularly in the banking sector where competition and customer expectations are continually rising. This study explores the impact of CRM practices on the service quality of Union Bank of India, focusing on how strategic customer engagement, personalization, responsiveness, and feedback mechanisms influence service delivery. A survey of 114 customers was conducted to assess perceptions of CRM effectiveness and its correlation with service quality metrics. The research evaluates CRM dimensions such as technological integration, employee training, and relationship-building strategies. Key findings reveal that robust CRM practices lead to improved customer satisfaction, increased loyalty, and enhanced service efficiency. The study underscores the necessity for banks to invest in effective CRM frameworks to foster strong customer relationships and maintain competitive service standards.

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