Prof. Harshal Raje and Dr. Sanjay Kumar Jadhav

ABSTRACT

In this research paper, the researcher tries to find out the various components of Customer Relationship Management (CRM) at retail commercial banks in Pune city & the correlation between various components of CRM with Customers’ Buying Intension. This research paper will serve as a vital tool for banks to identify the influencing factors for enhancing Customer’s buying intension & in the process improve the Bank’s profitability. Also, this research is helpful for retail banks to effectively implement Customer Relationship Management in their branches. The researcher has selected this topic for this research as it is well known fact that in today’s world of fierce competition in entire service sector & especially in retail banking industry, one of the most important aspect for bank to capture a larger share of the market is USTOMER RELATIONSHIP MANAGEMENT (CRM). The bank which manages its customer relationships more effectively & efficiently is more likely to be the market leader in the long term