Customer Relationship Management
Customer Relationship Management
Business of Plastic Money
₹625.50 ₹695.00 Save: ₹69.50 (10%)
Go to cartISBN: 9788130928258
Bind: Paperback
Year: 2014
Pages: 300
Size: 6 x 9 Inch
Publisher: Viva Books Originals
Sales Territory: Worldwide
This book endeavours to go beyond the simple relationship of buying and selling between the consumer and the marketer in this era of rampant globalization and the ever expanding trend of consumerism. With the competitive market going fanatical - thanks to the gazillions of brands and advertisements - customer loyalty is a thing long lost. Deepti Kumra, with her brilliant management insight, analyses the complex structure of the management of customer relationships in the new age market of numerous demands and technologies, especially in the banking sector. Plastic money, with the sole aim of making monetary transactions a great deal easier, is still at its embryonic stage in India, thus culminating in confusion and conflicts. Kumra's study attempts to identify and analyse the customer relationship management practices followed by the banks issuing ATM/debit and credit cards and to evaluate whether these banks are complying with the guidelines of the RBI.
The topics covered in this book are:
- Traditional versus Relationship Marketing
- Reasons for Growth of Relationship Marketing
- Process of Developing Customer Relationships
- History and Development of Plastic Money
- Evolution of CRM in the Banking and Plastic Money Industry
- Factors required for the success of CRM
- Limitations of CRM and many more
Contents:
Chapter 1: CONCEPTUAL FRAMEWORK • Traditional Versus Relationship Marketing • Reasons for Growth of Relationship Marketing • Process of Developing Customer Relationships • Definition of CRM • Benefits of CRM • Growth of CRM Industry • Framework of CRM • Implementation of CRM • Models of CRM • Computation of ROI on CRM • Definition of Plastic Money • Benefits of Plastic Money • History and Development of Plastic Money • Evolution of CRM in the Banking and Plastic Money Industry • Factors Required for the Success of CRM • Limitations of CRM
Chapter 2: REVIEW OF EXISTING LITERATURE • Studies on Plastic Payment Systems • Studies on Relationship Marketing • Studies on CRM
Chapter 3: RESEARCH METHODOLOGY • Rationale of the Study • Importance of the Study • Objectives of the Study • Research Hypothesis • Scope of the Research • Data Collection • Research Sample • Analysis of Data • Chapter Scheme • Limitations of the Study
Chapter 4: RBI GUIDELINES • Organizational Setup of RBI • Functions of RBI • RBI Guidelines on Credit Cards • Implications of the Guidelines
Chapter 5: CRM PRACTICES OF BANKS I • Issue of Cards • Operation of Cards • Charges Billed to Customers • Penalties Levied on Cardholders • Surrender and Cancellation of Cards • Existence of Procedures
Chapter 6: CRM PRACTICES OF BANKS II • CRM Framework • Communicating with Customers • Database Management • Complaint Management • Performance Evaluation of Employees
Chapter 7: CONCLUSION AND IMPLICATIONS • Summary of Findings • Implications of the Findings
BIBLIOGRAPHY
APPENDICES • Appendix 1: ATM/Debit Card Questionnaire • Appendix 2: Credit Card Questionnaire • Appendix 3: Ranking of Public Sector Banks • Appendix 4: Ranking of Private Sector Banks • Appendix 5: Ranking of Foreign Sector Banks
