Customer Relationship Management Practices and Employee Sensitivities of Private Sector Banks: An Analysis in Indian Context

This paper aims to scrutinize bank employees' perspectives on customer relationship management (CRM) practices in the banking sector, particularly private sector commercial banks operating Goalpara District of Assam, India. The research plan consists experimental nature whereby different aspects CRM have been extracted from previous literature and tested a sample size 24 number employees working selected taking 3 each 8 branches. Based Bank Service Quality (BSQ) scale, variables were analysed with help descriptive statistics ranking analysis identified parameters was utilized Garret technique. study found that loan facility ATM along service variety are as major product-related factors; timely services trustworthy behaviour quality procedural simplicity convenience is most important service-related factors for evolving an effective practice. employee perceptions personal officials their customers’ staples selecting retaining customers.