Drivers , Barriers, Advantages of Customer Relationship Management and Customer Behaviour- A study with reference to private Commercials banks at Bengaluru,

The center of activity in banking industry is customer satisfaction. Innumerable factors drivers the
customer satisfaction and factors driving vary from one country to another depending upon socio
economic and political development of the region. A change in demographic profile of customers will
bring a lot of change in living styles, standards of living etc. For private commercial banks to be
successful in the severe competitive world, they are bound to attach significance to customer satisfaction
(Dugu Recoglu, 2012). CRM is the strongest and the most efficient approach in maintaining and creating
close intimacy with customers in private commercial banks. Moreover, effective CRM implementation
will bring more enhanced avenues to the banks through the acquisition of new customers and retaining the
existing one.
The lack of understanding of CRM is always a concern among service providers especially banks. CRM
activity attend the needs of customers without delay in time and banks can create customer awareness to
customers and can create a customer data base very significantly (Shailaja Pal, 2018). Therefore the
concept of CRM is more emphasised now-a-days and a fair treatment is given in relation to banking
services. There is a need to constantly improve the customer satisfaction in the use of multiple number of
banking services and should offer and provide more friendly services to make modern competitive private
banks initiatives a delight for the customer use. CRM is being seen as a tool to acquire and retain
customers using the one of the efficient channels known as web (Waseem John et al., 2014). A customer
is the recipient of the good service, products, or idea, obtained from a seller, vendor or supplier for a
monetary or other valuable considerations (Kendall, 2007). Hence, competition for customer is intensive.
Against this background a study on CRM and customer behaviour has been taken up. The present study
reveals about the drivers of CRM and found that respondents strongly agree over the statements
impacting CRM. The barriers of CRM includes lack of communication and technology, advancement,
lack of commoditization of products, inter-departmental inconsistencies and lack of scientific customer
segmentation. Further, it was found that some related drivers impacts the customer behaviour. Finally, the
study reveals about the advantages of CRM and found clearly at Bangalore a ‘Silicon city’, ‘Science city’,
‘Garments hub’ many of the customers availing the advantages of CRM.