Abstract:
Customers play a predominant role in service markfoing. Financial services pose a
challenging and bear professional skill in designing product/services. Out of other
financial service, banking is oldest and important financial service sector. Customer
Relationship Management (CRM) has a massive influence in service sector, to win and
hold customers for long term efficiency. In the early 90s the concept of relationship
marketing was formally introduced into the field of service marketing. Banks found it
more profitable to retain and reward the existing customers rather than running after
new customers. The essence of CRM is to create customers and retain thern. Therefore,
now banks emphasize on total customer satisfaction which indicates tliat the customer
is satisfied and delighted with respect to using customer relationship management
practices. Hence an attempt was made by the researcher in this study to examine the
level of customer relationship management practices in the banking sector.
Therefore, the aim of this study was to identify what extent do customer relationship
management practices exist in the banking industry in Kurunagala district. Primary data
that has been used for the study were obtained from the banking customers in
Kurunegala district. Convenient sampling method was used to obtain 200 responses of
customers. The collected data has been analyzed by using descriptir.e statistics.
independent sample t test and analysis of variance (one-way ANOVA).
Finally based on the findings of the study, it concludes that all the CRM dirnensions are
at a moderate level. There was no statistically significant difference could be found for
customer acquisition, customer response, customet knowledge, customer intormation
system, customer value evaluation of CRM practice in the banking sector in Kurunegala
district. At the same time, it shows that there is no significant difference in the level of
customer relationship management practices among the banks in the Kurunegala
district.
