• Susmita Das
• Devi Prasad Misra

The main aim of the present study is to examine the customer perception on ECRM in select private banks. For this purpose, the demographic profile of the customer respondents are taken and the key demographic variables are used to find out the customer perception towards ECRM. In this connection, six private sector banks located in Bhubaneswar city of Odisha were selected. Data for the study were collected through a structured questionnaire from 564 customer respondents of these six private banks. Statistical tools namely Kruskal-Wallis test, Welch’s t-test, Mann-Whitney U- test and post-hoc test were used for data analysis and interpretation. Finally, the results of the study reveals that customer perception on the basis of income has significant influence on ECRM. Further, another demographic variable namely gender is also influencing the customer perception to some extent towards ECRM. However, other variables are not found statistically significant.

CRM, ECRM, Perception, Private Banks, Relationship.

"AN ANALYTICAL STUDY ON CONSUMER PERCEPTION TOWARDS ECRM IN SELECT PRIVATE BANKS IN BHUBANESWAR, ODISHA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 1, page no.e29-e34, January-2023, Available :http://www.jetir.org/papers/JETIR2301416.pdf

"AN ANALYTICAL STUDY ON CONSUMER PERCEPTION TOWARDS ECRM IN SELECT PRIVATE BANKS IN BHUBANESWAR, ODISHA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 1, page no. ppe29-e34, January-2023, Available at : http://www.jetir.org/papers/JETIR2301416.pdf