EFFECTOFCUSTOMER RELATIONSHIPMANAGEMENT PRACTICTES ON CUSTOMER SATISFACTION IN A BANK

This title is to study about the effect of customer relationship management practices on customer satisfaction in A Bank. The objectives of the study, it include two major objective as follows, to identify the Customer Relationship Management Practice of A Bank for their customers and to analyze the customer satisfaction levels of practices of customer relationship management in A Bank. The primary data will be collected by conducting personal interview with all customer by using structure questionnaires total of 100 customers of A Bank. Description method is mainly used. This study finds that A Bank could provide moderate level of customer satisfaction in terms of product information, behavior of employees, database management, customer problems solving, physical environment, social network interaction, and customer satisfaction in the mean of overall moderate result. This study suggests that A Bank employees should be more careful about customer actual perceived condition. According to the analysis of the study, it is found that A Bank can take the corrective and preventative action if they found the gaps between the customer satisfaction levels and their CRM practice. Therefore, A Bank’s human resource department needs to upgrade their policy for the improvement of the staff’s performanc