Volume : 8, Issue : 6, June - 2019

A STUDY ON FACTORS INFLUENCING THE CUSTOMERS TO PREFER A PARTICULAR BANK IN ERODE DISTRICT

Dr. N. Sakthivel, K. Punitha

Abstract :

Customer Relationship Management is a process that provides banking business with the opportunity to create and maintain long-term relationships with customers. This concept allows the business the bank to identify, segment, communicate and build long-term relationships with customers on an individual basis regarding their needs for banking products and services as well as value added. Using modern technologies, customer relations management has come to an effective strategy to maintain the existing structure and develop a high-quality customer base. The purpose of present research study is to explore the factors influencing the customers to prefer a particular bank with the help of 600 customers from three major Private Sector and three major Public Sector banks in Erode District only. The study was conducted from May 2018 to September 2018. Results revealed that ‘ATMs spread and network’ ‘Prompt service’, ‘Personal attention of customer need’, ‘Good relationship with customers’, ‘Willingness to help customers’, ‘Caring on customer needs’ and ‘Issue of monthly statements’ are the most important factors influencing customers to prefer a particular bank.