RESEARCH RETREATMode refers to the method of interaction, such

21-22 May
2016

as email, telephone, text messaging, multimedia messaging, Internet, mobile

Electronic
- Customer
Relationship
Customer
Internet,
etc.
Timing refers
to both Management
the time andand
location
the interaction
Experience
Management
Using
Digital
Communications

An
Empirical
takes place. Data Exchange refers to the process by which the
customer
Study of Banking Sector in North Karnataka
information and marketer commercial information are shared between
marketer
and customer.
referC
to the value the customer expects to
xxx Harshal
Borgaon, Dr.Goals
Prashantha
obtain in return for engaging in the interaction and for sharing customer
information to trigger this action.
Introduction Title of Research , Research Questions, Hypothesis,
1.1.
Objectives
Methodology
This proposed research focuses on studying the ability of online
1.
Introduction:
There are four
reshaping
of business
technological
communities,
as a trends
channel
to serve the
as world
an interface
between
organization
advances
and
the
speed
and consumer and aid the organization in achieving its CRM goals. This
with be
which
new technologies
created
and copied,
the loss of
would
accomplished
through theare
following
research
objectivesgeographic advantage resulting
i. To identify the Customer Relationship Management (CRM) and Efrom globalization, the shake-up of traditionally stable industries as a
practicesand
in Public and Private Retail Banks in North Karnataka.
result ofCRM
deregulation
ii.
To
understand
thewant,
CRM when
and E-CRM
the rising power of the the
and customers
their ability awareness
to get whatofthey
they
in the public
and private
sector
Retailthe
banks
in North
want it,practices
from whomever
they want.
with this
in mind,
relationship
Karnataka.
experience
becomes on of the greatest competitive aspects for a
iii.
Explore
the use and application of internet measures in the
businesss
survival.
Themeasurement
buzzword of globalization
holds no meaning without the concept
of customer Experience.
of what
is being termed
as Digitization.
withof
theonline
internet
having
iv.
Develop
a model
to analyze Further,
the usage
consumer
built ancommunities
E-enterpriseforhas
brought the
intocomponents
vogue, thethat
use build
of emergent
identifying
consumer
internaltrustworthiness
and external
online
communities
within
companies,
or
for an organization.
between
and their
partners
or customers.
This,inalong
with the
v. Tocompanies
compare E-CRM
practices
with
CRM practices
the public
and
organizational willingness to take risks has created new opportunities for
private sector retail banks in North Karnataka.
companies in the domain of innovation, internet based collaboration and
co-operation. Innovation processes are continuous and appropriate human
1.2. Research Questions
capital is fast becoming a scarce resource.
Keeping capabilities
in view the coupled
researchwith
objectives
our researcher
find
Distinctive
institutional
excellencetries
nowto
spell
answers
following questions,
sourcestoofthe
competitive
advantage. Organizations are transforming from
1. What is thebureaucratic,
strategic intent functional,
of banks in North
Karnataka
in adoptingtoEhierarchical,
pyramid
structures
interconnected
subsystems, characterized by flexibility, employee
CRM practices?
empowerment,
and
or networked
People, knowledge
and
2. What are the netflat
benefits
of E-CRMstructures.
over the traditional
CRM?
capabilities
arethe
the feasibility
key organizational
assets. in terms of the business and
3. What are
issues involved
The
value
of
targeting
the
right
kind of customers has become so
implementation of E-CRM practices?
important that the entire success and failure of an organization depends
on customer
acquisition and retention. it is for this reason that technology
1.3. Hypothesis
has become
very
important
marketing
in the form
H1: E-CRM
has
benefits in
over
the traditional
CRM of CRM. to provide a
wholesome
understanding
in
about
customers,
data generation
H2: Bank customers have knowledge about effective
E-CRM
and data
analysis
is veryhave
important,
backed
appropriate
data mining,
H3: E-CRM
benefits
positive
effect with
on customer
satisfaction
organizations
can
reap
such
benefits.
H4: E-CRM has positive impact on measurement of customer
experience using online communities

 Electronic - Customer Relationship Management and Customer Experience Management

Using Digital Communications An Empirical Study of Banking Sector in North Karnataka

H5: E-CRM competitive advantages have positive effect on customers

satisfaction in choosing the banks to do their financial and
business works.

Synopsis of Proposed Presentation to be made at Research Retreat May 2016 Page 1

 Electronic - Customer Relationship Management and Customer Experience Management

Using Digital Communications An Empirical Study of Banking Sector in North Karnataka

2. Method of Study
Research data would be collected from both primary and secondary
sources. The quantitative data would be collected by administering
questionnaire to the respondents. Questionnaires would be administered by
meeting prospective respondents in their respective offices with prior
appointment. In addition to this, personal interviews would also be
conducted to understand the respondents attitudes towards E-CRM aspects
in public and private sector retail banks in Karnataka. It is intended to
conduct a field survey in the retail parts of North Karnataka which includes
Hubli-Dharwad, Belagavi, Bijapur, Bagalkot, Raichur, and Gulbarga.
Secondary data sources would also be used to collect the data for this
research study. Bulletins from banking staff colleges, which include RBI
publications and manuals, would be major sources of secondary data.
Various other sources like online and print journals and magazines, which
focus on the contemporary issues in the banking and CRM areas, would be
referred.
The data so collected would be analyzed by applying mathematical
and statistical tools such as correlation, covariance and Chi Square. The data
will be presented in tabular and graphical format. Software such as SPSS,
SAS, GAUSS, TSP, Mat lab, RATS available to do data analysis. It is intended
to use SPSS package and MS Spread sheet for data analysis purpose.
a. Geographical Area
It is intended to collect the required data from various geographical
location of North Karnataka in the form of field survey. The respondents
would be chosen from commercial part of north Karnataka which includes
cities like Hubli-Dharwad, Belagavi, Bijapur, Bagalkot, Raichur, and Gulbarga.
b. Sampling method
It is intended to collect the required data from Banks Manager and
customers of the retail banks in public and private sector located in 6
different cities of North Karnataka.
The research here would like to use Simple Random Sampling
method to conduct the field survey, a randomly selected sample from a
larger sample or population, giving all the individuals in the sample an equal
chance to be chosen. In a simple random sample, individuals are chosen at
random and not more than once to prevent a bias that would negatively
affect the validity of the result of the experiment, by using the following
Statistical formula to calculate the sample size for the survey,

Synopsis of Proposed Presentation to be made at Research Retreat May 2016 Page 2

 Electronic - Customer Relationship Management and Customer Experience Management

Using Digital Communications An Empirical Study of Banking Sector in North Karnataka

z2 x p ( 1 - p )
e2
Sample Calculation =
z2 x p ( 1 - p )
1+ 2
e N
Where
Z = Z value (for 95% confidence level = 1.96)
p = percentage picking a choice, expressed as decimal (50% =
0.5)
e = confidence interval or margin of error (3%)
N = Population
Population Size City wise
City
No. of Account Holders
No. of Respondents
Belgaum
432623
187
Bagalkot
217971
94
Bijapur
240521
104
Gulburga
504078
218
Raichur
211147
91
Dharwad-Hubli
860707
372
24,67,047
1067
Number of Customers of the Bank 24,67,047, which includes the
Savings Bank account holders with a minimum age of 18 and above in retail
banks in 6 different cities in North Karnataka and by using the above
statistical formula, the number of customers of the Bank to be interviewed
by the researcher is 1,067.
City
Belgaum
Bagalkot
Bijapur
Gulburga
Raichur
Dharwad-Hubli

No. of Bank Managers

No. of Respondents
90
67
21
16
48
36
43
32
34
25
134
100
370
275
Number of Bank Managers 370, the managers of the individual
nationalised public and/or private sector retail banks in 6 different cities in
North Karnataka and by using the above statistical formula, the number of
Bank Manager to be interviewed by the researcher is 275.
3. Data Collection
Page 3 Synopsis of Proposed Presentation to be made at Research Retreat May 2016

 Electronic - Customer Relationship Management and Customer Experience Management

Using Digital Communications An Empirical Study of Banking Sector in North Karnataka

For the purpose of the study, data would be collected from

secondary and primary sources that would be analyzed using both
quantitative and qualitative methods.
a. Pilot study
For the proposed study it is planned to have a pilot study before
collecting the actual data where the researcher would want to evaluate
feasibility, time, cost, adverse events and effect size in an attempt to predict
an appropriate sample size and if needed improve the design.
4. Mode of Data Collection
For the proposed study it is intended to collect data from Primary
sources by conducting survey with the Banks Manager and the customers of
the retail banks in North Karnataka. It is also proposed to collect relevant
data from various secondary sources available.

Synopsis of Proposed Presentation to be made at Research Retreat May 2016 Page 4

 Electronic - Customer Relationship Management and Customer Experience Management

Using Digital Communications An Empirical Study of Banking Sector in North Karnataka

Current Stage of Research Work (should include research undertaken

after confirmation of registration)
1. Thorough understanding of the topic chosen by visiting various
Universities libraries across North Karnataka viz., Karnataka
University, Dharwad; Visvesvaraya Technological University,
Belgaum; and Rani Channamma University, Belagavi.
2. Systematically collected and read articles related to the chosen
topic from various Peer-Reviewed Journals, Conference
Proceedings and E-Journals.
3. Identified various variables related to the chosen topic.
4. Currently drafting the Questionnaire for the pilot study.

Page 5 Synopsis of Proposed Presentation to be made at Research Retreat May 2016

 Electronic - Customer Relationship Management and Customer Experience Management

Using Digital Communications An Empirical Study of Banking Sector in North Karnataka

Plan for the next one year

(Specific details of the research plan for the next one year)
1. Prepare Questionnaire in consultation with the Guide by 15th May 2016.
2. Conduct a Pilot Study in between 16th May 2016 till 16th June 2016.
3. Analyze the information collected during pilot study and run reliability
and validity test by 30th June 2016.
4. Based on the data collected during the pilot study present an article
and publish in reputed Journal.
5. Finalize the questionnaire in consultation with Guide by 10th July 2016.
6. Circulate the finalized questionnaire in respected selected sample
areas to be filled by Bank Managers and Customers of the Bank from
15th July 2016 till 30th January 2017.
7. Analysis the information collected during the final study in between 1 st
February 2017 till 30th April 2017.
8. Based on the data collected during the pilot study present an article
and publish in reputed Journal.

Conference at Which Papers Presented and Publications in Journals

Synopsis of Proposed Presentation to be made at Research Retreat May 2016 Page 6

 Electronic - Customer Relationship Management and Customer Experience Management

Using Digital Communications An Empirical Study of Banking Sector in North Karnataka

(Details of papers presented and publications with journal details)

1. Paper Presented on Electronic CRM: Challenges and Opportunities in
Banking Industry at International Conference on Innovation in
Marketing, E-Commerce, Information Technology and Banking (IMEIB2016) conducted by Department of Management Studies, The Oxford
College of Engineering, Bengaluru on 7th April 2016
2. Published paper on Electronic CRM: Challenges and Opportunities in
Banking Industry in Annual Research Journal of Department of
Management Studies Bengaluru, IMEIB, Page No. 45 to 47, Volume 2,
April 2016, ISSN No. 0254-8755.

Page 7 Synopsis of Proposed Presentation to be made at Research Retreat May 2016