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Customer relationship management practices and their impact over customer purchase decisions: A study on the selected private sector banks housing finance schemes

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.