SYNOPSIS

TITLE OF THE PROJECT

“EFFECTIVENESS OF CUSTOMER RELATIONSHIP MANAGEMENT IN STATE
BANK OF INDIA”

INTRODUCTION
As we know that the customer is regarded as The King. Customers are the lifelines of the
business. No business can be done without them. But in the competitive market, you can get
the customer but the more difficult is to retain the customers, and this can only be done if we
satisfy customers from head to toe. If we will not satisfy the customers then they will leave
our organization and join other. Today if the organization has the largest customer base then
it may be possible it cannot provide the best services to all these customers.

So I am working on the project of the effectiveness of customer relationship management in

SBI bank. The aim of my study is to determine how this bank has the largest customer base
and how it is providing the best services to the customers. How it is providing the services
individual to each customer irrespective of whole customers. In last to find that the customer
is satisfy from these various products and services of bank, from their dealings, their facilities
provided, their behavior with the customers etc.?

OBJECTIVES OF THE STUDY

1) To find out the customers’ satisfaction level.
2) To find out why customers have an account in more than one bank.
3) To find the pitfall in the services of the bank.
4) To throw light on how banks are meeting the needs of customers separately in order to
maintain long relation.
5) And what bank should improve to increase its customers’ base and to compete other
banks?

STATEMENT ABOUT THE PROBLEM

As we were seen as a liability towards the organization since there was no contribution from
our side towards, nobody actually paid any attention towards CRM. It was very difficult to
actually take out relevant information from the Comparative Study with SBI were very
hesitant to let us meet the company. If cash flows are predictable it is simply a problem of
minimizing the total costs - the transaction cost and the opportunity cost.

The bank is providing all the competitive products and services to the customer’s suit to their
particular requirements. It has different types of Saving accounts, Current accounts, Loans,
and Investment proposals etc., which are highly technical products to compete with other
banks. People who are using the services of other banks are generally attracted with the
highly efficient staff and services like Insta Alert etc. Majority of the people prefer to open
their accounts in SBI Bank because of their wide network and tie up with other bank’s
branches and companies. Though it is in the mind of the people that public sector banks don’t
give the best service but my project result is totally opposite to this. The survey shows that
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88% customers are fully satisfied with the bank’s performance and their dealings. But the
other side that come into light while this study is that some customers are also not satisfied
with the dealings of the bank because of some reasons and Bank has to take corrective
measures.

LITERATURE REVIEW

METHODOLOGY

 RESEARCH PROBLEM:- “Effectiveness of customer relationship management in

STATE BANK OF INDIA”

 TYPE OF RESEARCH: - Descriptive Research

Blend of Descriptive method will be use in this research for the collection of data. As the
research is related to the study of consumer satisfaction, which can more effectively be
studied through direct questions, personal interview and informal talks-experimental research
will not much effective. Also, considering the time constraints, descriptive research leading
to conclusive result is the most suitable design for this research as it is related to why
anything happening. It checks the behavior features of a customer.

 DATA COLLECTION METHOD: -

PRIMARY DATA:-Questionnaire Method

The data will be collect through questionnaire method. The questionnaire will be design in
such a way to cover as many aspects of consumer behavior as possible. Many questions will
be asking in it for feedback from customers. In it both opened ended questions and close
ended questions will be asked for study.

Secondary Data:-
Under this data will be taken from the internet. All the data related to its profile, mission and
capital structure will be taken. Even data related to this study will be also taken from the
book which is sent to bank’s manager annually and also quarterly related to its management,
mission and many other things.

SAMPLE DESIGN: - Random Sampling

SAMPLE SIZE: - 100
SAMPLE UNIT: - Individual
STATISTICAL TECHNIQUES USED: - Percentage Analysis

LIMITATIONS
In spite of the best efforts there are always some problems or limitations associated with
market research that cannot be removed but can be minimized only. In this survey also there
could be certain error due to these factors.
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Small Sample Size: Its sample size will be very small as compared to total customer base
that means our sample size will be comparatively small in accordance with the universe,
which is large enough.

Non Response Error: As this research will be based upon responses provided by customer,
so non-responses and some wrong responses may become part of error.

Sampling: It is not possible to cover each and every customer so it will be try to cover all
section of customer by taking representative sample, which limit the research to a certain
extent. These limitations may have effect on findings of the work but not up to large extent
and thus do not affect the findings of the work very significantly. Some of the respondents
didn’t like to share their views and some may be ignorant about the facts of Bank.

REFERENCES

BOOKS
 CRM IN BANKING – By V V GOPAL
 UNDERSTANDING CRM – By R S PRASAD
 Berry, L. L. (1983). Relationship Marketing. In L.L. Berry, G.L. Shostack, & G.D.
Dpah (Eds.), Emerging Perspectives on Service Marketing (pp. 28-38). American
Marketing Association.
 Shainesh,G. and Sheth, J.N. (2006): Customer Relationship Perspective: A Strategic
Perspective, Macmillan India Ltd..
 Sheth, J.N. and Parvatiyar(2000): A., Handbook of Relationship Marketing,
Thousand

MAGAZINES
 The Week and Business Today

NEWSPAPERS
 Economic Times and Times of India

WEBSITE
 www.sbi.co.in
 www.google.com
 www.crmguru.com
 www.crmnext.com
 www.crmtoday.com
 www.crm2day.com