• Dr. P. Basaiah

In the present scenario of business and corporate organization like banking sector, the customer relationship management (CRM) is one of the most important paradigms. The rapid growth of such organizations, whose outcome is based on the quantum of active customers and the retention of such customers for the longer duration, is passing with critical phase of challenges with regard to customer relationship management. Due to fierce competition in the banking sector, where the competitive struggle to win larger market share and attract the largest possible number of customers is constantly being led, and taking into account poorly differentiated offer of banks, adequate customer relationship management is a fundamental tool for achieving better business results. In this context, the subject of the paper is the identification of the characteristics of the modern approach to customer relationship management and factors that influence its successful implementation, in order to achieve long-term and mutually beneficial relations between banks and banking products and services users.

CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN BANKING SECTOR – FUDAMENTAL TOOL FOR ACHIEVING BETTER BUSINESS RESULTS.

"CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN BANKING SECTOR – FUDAMENTAL TOOL FOR ACHIEVING BETTER BUSINESS RESULTS.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.1469-1478, May-2019, Available :http://www.jetir.org/papers/JETIR1905T17.pdf

"CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN BANKING SECTOR – FUDAMENTAL TOOL FOR ACHIEVING BETTER BUSINESS RESULTS.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp1469-1478, May-2019, Available at : http://www.jetir.org/papers/JETIR1905T17.pdf