A Study on Effectiveness of Customer Relationship Management in State Bank of India a Public Sector Bank at Vikasnagar Dehradun 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 checks the impact of customer relationship management activities on bank’s customer retention in The State Bank of India, Vikasnagar. For the purpose of study, a sampling analysis was conducted among (550) customers selected with the help of a structured questionnaire. (460) 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 State Bank of India 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 State Bank of India at Vikasnagar and few recommendations were suggested from this study were to create an awareness of loan facility, internet banking and locker service.