A STUDY ON CUSTOMER EXPECTATION AND CUSTOMER PERCEPTION IN BANKS WITH REFERENCE TO CUSTOMER RELATIONSHIP MANAGEMENT (CRM) - A GAP ANALYSIS

Objectives of the study 1. To study the role of customer relationship management (CRM) in banks. 2. To elucidate the reasons for the choice of bank and the customers expectations from their banks. 3. To explore the customers perception and factors those affect their relation with their bank with reference to CRM in banks. 4. To analyses the gap between customer expectation and customer perception with bank and give suggestive measures. Variables: Demographic profile Gender Age Education Occupation Income Service quality variables Tangibles Reliability Responsiveness Assurance Empathy Customer-specific variables Experience Awareness level Influence of friends, relatives, etc. Involvement of customers in using bank services Choice of bank Satisfaction level from the services delivered by the bank

Demographic Profile Gender Age Education Occupation Income

Factors affecting expectations Service quality aspects Reliability of services Responsiveness towards customers problems, complaints and suggestions Competence of bank Access to banks and its employees Courtesy towards customers Communication of information regularly Credibility towards customers Security of funds and other resources Understanding the requirements of customers Factors affecting perception

Customer-specific factors Experience Awareness level Influence of friends, relatives, etc. Involvement of customers in using bank services Choice of bank Satisfaction level from the services delivered by the bank

Bank-specific factors Fulfilling the promise of delivery of services Customer focused services Information and communication technology Quality of services

Complaint measurement Employee behavior

Well trained and mature staff Charges of services Security of funds and other resources Physical environment of bank

Bank initiative with customer

Research design 1. 2. 3. 4. 5. 6. 7. The study is based on primary source of data. A questionnaire is to be filled by the selected samples. The sampling method is convenience sampling. Sample size of 100 respondents of different banks will be taken. Respondents will mainly be those between the age group of 20-50years. The analytical tools that will be used are regression and correlation. To study the gap between customer expectation and perception SERVQUAL model is taken.

Hypothesis 1. 2. 3. 4. There is a positive relationship between customer expectation and CRM. There is a positive relationship between customer perception and CRM. There exists no significant relation between customer satisfaction and perception. There exists no significant gap between customer expectation and customer perception. 5. There exists no significant difference between CRM in public and private sector banks.