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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66519
Volume:
10 |
8 |
Aug 2026
Pages:
1-5
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master of Business Administration
Malla Reddy Engineering College and Management Sciences, Medchal, Hyderabad
Associate Professor Dept of MBA,
Malla Reddy Engineering College and Management Sciences, Medchal, Hyderabad – 501 401
Customer Relationship Management (CRM) has become a strategic tool that enables banks to build strong customer relationships, improve service quality, and achieve long-term customer loyalty. In the highly competitive banking environment, effective CRM practices help financial institutions understand customer expectations, provide personalized services, and enhance overall customer experiences. This research examines the effectiveness of CRM practices adopted by ICICI Bank and evaluates their influence on customer satisfaction, loyalty, and retention. The study employs a descriptive research design using both primary and secondary data. Primary information was collected from 100 ICICI Bank customers through a structured questionnaire, while secondary information was gathered from books, journals, bank reports, and published literature. The analysis demonstrates that effective communication, personalized banking services, prompt complaint resolution, and employee responsiveness significantly strengthen customer relationships. The study concludes that continuous technological innovation, customer-focused strategies, and efficient CRM systems play a crucial role in improving customer satisfaction and sustaining long-term competitive advantage in the banking industry.
KEYWORDS
Customer Relationship Management has become an essential component of modern banking because it enables financial institutions to build lasting customer relationships through personalized service and effective communication. The findings confirm that ICICI Bank has successfully implemented CRM practices that improve customer satisfaction, loyalty, and retention. Efficient complaint handling, responsive employees, customized banking solutions, and technology-enabled services have strengthened customer confidence in the bank. Sustained investment in CRM systems, digital innovation, and customer-focused service strategies will further enhance organizational performance and support long-term business growth in an increasingly competitive banking environment.
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Publication Date
8/5/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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