CUSTOMER RELATIONSHIP MANAGEMENT SKILL: A SECTOR-WISE ANALYSIS OF THE VARIATION AMONG THE BANK MANAGERS IN KERALA

Abstract

This research compares the variation in the Customer Relationship Management (CRM) skill of managers of the three prominent banking sectors-The Public Sector, The Old Private Sector and The new Private Sector- in Kerala. A multi-stage stratified random sampling technique was applied for the selection of sample bank managers from the complete list of bank managers in Kerala. The examination based on the 350 responses collected from the bank managers across the three sectors from the three prominent districts of the state, finds that there exists significant variation in the Customer Relationship Management skill of the managers. The variation was tested by using One-Way ANOVA in which the F value is found to be validated statistically at one percent level of significance. The results of the study reveals that the  Customer Relationship Management skill of the bank managers selected for the purpose of study varies considerably according to the sector of the bank (public sector/old private sector/new private sector) where in  they work. The Customer Relationship Management skill of old private sector bank managers are the highest among the three sectors followed by public sector and new private sector bank managers. This research would be relevant for bank managers as they may identify the gaps in their Customer Relationship Management skill and work on the improvements. The findings of this research will also provide the necessary groundwork for the Administrators in the Banking sector to further explore the reasons for the variation in the Customer Relationship Management skill among the managers working in the three different sectors.