Customer Relationship Management Practices and Their impact over Customer Purchase Decisions: A Study on the Selected Private Sector Banks Housing Finance Schemes
M.Sivakoti Reddy1, N. Venkateswarlu2

1Dr. M.Sivakoti Reddy, Asst. Professor, Department of Management Studies, Vignan’s Foundation for Science Technology and Research, Vadlamudi, Guntur (Andhra Pradesh), India.
2N. Venkateswarlu, Research
Scholar, DA-YEH University, Changhua County, Taiwan.

Manuscript received on 01 May 2019 | Revised Manuscript received on 15 May 2019 | Manuscript published on 30 May 2019 | PP: 1720-1728 | Volume-8 Issue-7, May 2019 | Retrieval Number: G6381058719/19©BEIESP
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Abstract: This paper is aimed to understand the customer relationship management practices followed by the private sector banks in India. In the existing excessive competition, how the banks are surviving with the implementation of CRM practices to retain the existing customers and to attract the new customers. Review of literature facilitated to understand the current CRM trends of private banks, hence the researcher found that the factors such as inter-personal communication, accessibility, convenience and customer experience are the considerable factors of effective CRM practices and the author attempted to test the impact of concerned independent variables impact over the intention to attain the housing finance in the private banks. Further it has been tested the impact of intention to attain the housing finance to take a purchase decision of housing finance. There are 575 samples drawn from the different private sector banks in the state of Andhra Pradesh. The data is analyzed by using simple linear regression analysis. The results evidenced for the existence of CRM practices in the private sector banks and necessary recommendations are provided to the banking sector with this study.
Keyword: Customer Relationship, CRM Practices, Inter-Personal Communication, Accessibility, Convenience, Customer Experience, Employee Motivation, Employee Performance.
Scope of the Article: Information Ecology and Knowledge Management.