Main Article Content
Abstract
Nowadays all the banks are offering the similar types of products or services to the customers. Every bank has become a close competitor of other one. Therefore, it has become important for banks to deal with their customer in a personalized way which is unique. Every individual is different from other. Hence there are individual differences exists. Every individual customer is having different priorities in service industry. To attract the fresh customers and retain the existing one, banks are adopting the CRM strategies. On the basis of priority set by the different customers banks are working on the different dimensions of CRM strategies which are known as factor of CRM strategies. In this paper, five factors of CRM strategies are taken like Reliability, Responsiveness, Empathy, Tangible, Assurance and the effect of demographic variable of customers’ profile on factors of CRM strategies is also analyzed. In this paper, seven variables of customers’ profile is taken age, gender, marital status, occupation, annual income, education and length of association to measure the effect on factors of CRM strategies adopted by AXIS Bank in Malout such a with bank. 100 customers of AXIS Bank as respondents are taken in this study. To collect the responses of the customers, questionnaire method is used. To measure the effect of variables on factors of CRM strategies ANOVA test is applied.