CRM in Canara Bank

S C M S J o u r n a l o f I n d i a n M a n a g e m e n t , J u l y - Se Se p t em em b er er, 2 0 1 2 .

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Customer Satisfaction: CRM in Canara Bank K.S. Kavitha and P. Palanivelu

A b s t r a c t

The business of banking can neither function without customers nor does just acquiring a certain number of  customers do the business.

It is a continuing process of transactions culminating in a long term banker-

customer relationship. Banking institutions thrive thrive more on keeping old customers happy rather than getting new customers. No banks can possibly meet all the needs of its customers given to the diversity of their wants.  In su ch a si tua tio n the se cre t ke y fac to r of the ba nk 's su cce ss is ef fec tiv e Cu st om er Re lat ion sh ip Man ag em en t. CRM is being increasingly used to identify, attract and retain most valuable customers that help business to sustain profitable growth, successful banking companies are achieving long term performance in customer  relationship management by gaining deep insights about their customers which help them design product/  service offerings that match or exceed the customer expectations which in turn help in building customer trust  and gain loyalty.

Key words: Customer Satisfaction, Services Rendered, Customer   Re la ti on sh ip Ma na ge me nt (C RM ), Oc cu pa ti on .

A

customer is the core component in the banking industry.

The business of banking can

neither neith er function without customers nor does just

acquiring a certain number of customers do the business. It is a continuing process of transactions culminating in a long term banker–customer relationship.

Banking

institutions thrive more on keeping old customers happy rather than getting new customers, no banks can possibly meet all the needs of its customers given to the diversity of their wants. In such a situation the secret key factor of  the bank’s success, is effective CRM. CRM is neither a product nor a service, but a business K.S. Kavitha, Research Scholar, Karpagam University, Coimbatore-21, Phone No: 9524404440  Ema il: kavi moor thy@ red rediffm iffm ail. com

strategy designed to optimize profitability, revenue and customer satisfaction. satisfaction.

CRM is a paradigm shift from

‘product centric’ and ‘mass marketing’ to customer centric way of business. It is an integrated business strategy that

 Dr. P. Pala nive lu, C ontro ller of Exam inat ions , and   Dire ctor ctor-Sc -Sc hool of Com merce, Kar Karpaga paga m Uni ver versity, sity, Coimbatore-21, Salem Dist – 637104.  Ema il: pala nive lu_k u@ya hoo. com

places the customer at the center of business consciousness. It is comprehensive strategy and process of acquiring, retaining, and partnering with customers to create super ior

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SCMS Journal of Indian Management, July - September, 2012.

value for both the banker and the customers across the whole organization.

100

Objectives of the Study The study has been conducted with the following specific

Customer Perception about CRM in Banks

objectives:

Customers who contact any bank expect two things: a

1.

services rendered by Canara bank (Le ad Bank) and

solution to their problems relating to the banking transactions and treatment as someone special.

2.

courtesy

and

competence in discharging their study, managing the

To offer valuable suggestions for improvement the customer relationship.

Speed and time taken to render service is taken care of  with personal interaction with customers,

To s t ud y t he s a t is f a c t io n o f c u s t om e r s a bo u t th e

Hypothesis of the Study

expectation of customers, maintaining good attitude and

Hypotheses related to customer satisfaction about

c u s t o m e r l i a i s on , an d L o n g t e r m r e l a t i o n s hi p w i t h

services rendered by the Canara bank (Lead Bank)

customers. ♦ Statement of the Problem

There is no significant relationship between age group of the sample respondents and their level of  satisfaction.

Banking has today become an extremely competitive business.

Banks in the pell-mell rush for achieving

♦

the sample respondents and their level of satisfaction.

efficiency and gaining technology are facing the danger of  forgetting this fundamental premise. For the years, banks have been guilty of five interpersonal sins, that have caused

♦

There is no significant relationship between marital status of the sample respondents and their level of 

tremendous irritation to customers, inability to crossell,

satisfaction.

long queues, poor service attitude lack of information and lack of humility that prevent them from maintaining good

There is no significant relationship between gender of 

♦

customer relationship.

There is no significant relationship between educational qualification of the sample respondents and their level of satisfaction.

In the light of this development it seems pertinent to focus on the study of the quality of banking service, and the

♦

There is no significant relationship between

banker customer relationship. In this process, the following

occupation of the sample respondents and their level

questions arise.

of satisfaction.

1.

Are the customers satisfied about their relationship

♦

There is no significant relationship between income of the sample respondents and their level of 

with bankers?

satisfaction. 2.

H o w ca n t he b a nk e r c us t o me r r e la t io n s hi p b e ♦

strengthened?

There is no significant relationship between size of  the family members of the sample respondents and

3.

Does the banker understand the importance of customer

their level of satisfaction.

retention? ♦ Scope of the Study

There is no significant relationship between earning members in the family of sample respondents and their level of satisfaction.

The study has been undertaken to know the various factors influencing the customer to open an account, to study the

♦

There is no significant relationship between nature of 

satisfaction of customers about the services and to assess

the family of the sample respondents and level of 

the customer relationship management in Canara Bank.

satisfaction.

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S C M S J o u r n a l o f I n d i a n M a n a g e m e n t , J u l y - Se p t em b er, 2 0 1 2 .

101

Among 44 branches of Canara bank, five branches have

Limitations of the Study

been selected purposively based on their operation. From 1.

There are more customers engaged in banking activity

each branch, 20 respondents from various categories have

but this study is based on the mere opinions and view

been chosen by using purposive sampling technique.

of 100 respondents only. Level of Satisfaction as to the Services Rendered by 2.

The researcher found difficulties in collecting data from

the Bank

uneducated customers. To measure the level of satisfaction of sample respondents 3.

Availability of literatures relating to the present study

the following score procedure are followed.

is main limitation of the study. For analysis the level of satisfaction 20 statements were Period of Study

given in interview schedule. To measure the satisfaction, a

The study is covered during the period of 2009-2010.

likert type ‘five’ point scaling technique was used. If the sample respondents are highly satisfied with a statement, a score of five was allotted, likewise four for satisfied,

Area of the Study

three for neutral, two for dissatisfied and one for highly The study covered the customers of Canara Bank (Lead

dissatisfied.

Bank) in Erode District. A total score for each respondent from all the 20 statements are calculated by using the liker t’s five point rating scaling

Framework Analysis

technique. The maximum scor e of respondents that one can The primary data collected from sample respondents have

get from all the 20 statements is 100 and minimum score is

been entered into a master table and sub-tables were

20.

prepared. To test the relationship between personal profile of the sample respondents and collected data with the help

The Table 1 indicates that out of 100 respondents, 63

of chi-square test and applied five percent level of 

percent of the respondents are having high level of 

significance.

satisfaction and 37 percent of the total respondents are having low level of satisfaction about services rendered by

For chi-square test the following formula was used.

the Canara bank.

χ2  = Σ (O -Ε )  2 / Ε 

It can be concluded that majority (63 percent) of sample respondents are highly satisfied with services rendered by

Where,

the Canara bank. O = Observed frequency

Personal Profile of the Sample Respondents and Level of Satisfaction

E = Expected frequency

To identify the role played by various socio-economic

Methodology and Tools

characteristics of the sample respondents on the

This study is based on only primary data. Primary data

satisfaction over the services r endered by the Canara bank,

relating to customers of the bank was collected through

the following various, socio-economic characteristics have

personal interview with the customers by using well

been considered such as age, gender, marital status,

structured interview schedule.

educational qualification, occupation, income per annum, size of the family, number of earning members and nature

Sample Design

of the family.

In Erode District, Canara bank is the leading bank; and,

On the basis of the data, the following null hypothesis has

therefore, this has been purposi vely selected for this study.

been framed.

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SCMS Journal of Indian Management, July - September, 2012.

102

Table 1: Distribution of the Sample Respondents according to Their Level of Satisfaction

Level of Satisfaction

No. of Respondents

Percentage

High (Score > 60)

63

63

Low (Score < 60)

37

37

Total

100

100

Table 2: Distribution of Sample Respondents according to Their Age and Level of Satisfaction: χ 2 Age Level

Level of Satisfaction Hi gh

Low

Total

Young

12 (46)

14 (54)

26 (100)

Middle

38 (75)

13 (25)

51 (100)

Old

13 (57)

10 (43)

23 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) D e g r e e o f f r e e d o m : 2 , χ2  = 6 . 4 7 7 8 , T a b l e V a l u e = 5 . 9 9 1

H o : There is no significant relationship between personal

The calculated value of χ2  (6.4478) is more than the table

profile of the sample respondents and level of 

value of χ2   (5.991) at five percent level of significance.

satisfaction about services rendered by the Canara

Therefore, the hypothesis is not accepted.

bank. It is concluded that the level of satisfaction is associated i) Age and Level of Satisfaction

with the age group of respondents.

Age is one of the notable factors to determine the level of  satisfaction. Desire and level of satisfaction may change

ii) Gender and Level of Satisfaction

according to the age of the respondents. The age groups of 

Gender is another important factor to determine the level

the sample respondents are divided in to three categories,

of satisfaction. Desire the level of satisfaction may vary

viz., and young, middle, old. Young (who is up to 25 years)

according to gender. Generally females are cordially

Middle age (between 26 to 50 years) and Old age (above 50

approached, compared to males. It’s well known fact the

years).

gender of respondent is divided in two categories viz., (a)

From the table 2, it is clear that the satisfaction level of 75 percent of the sample respondents belonging to 26-50 years of age group, 57 percent of the sample respondents belonging to age group of above 50 years a nd 46 percent of  the sample respondents belonging to the age group up to

male, (b) female. Table 3, shows that the sa tisfaction level 70 percent of the sample respondents belonging to male group, 53 percent of the sample respondents belonging to female group are

25 years are high level of satisfaction about the services

having high level of satisfaction about the service rendered

rendered by the Canara Bank.

by Canara Bank.

It is proposed to test the null hypothesis that there is no

It is proposed to test the null hypothesis that there is no

significant relationship between age and their level of 

significant relationship between gender and its level of 

satisfaction. Chi-square test has been applied.

satisfaction. Chi-square test has been applied.

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Table 3: Distribution of Sample Respondents according to Gender and Level of Satisfaction: χ 2 Gender

Level of Satisfaction High

Low

Total

Male

40 (70)

17 (30)

57 (100)

Female

23 (53)

20 (47)

43 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) D e g r e e o f F r e e d o m : 1 , χ 2  = 2 . 9 2 7 8 , T a b l e V a l u e = 3 . 8 4

Table 4: Distribution of Sample Respondents according to Their Marital Status and Level of Satisfaction: χ 2 Marital Status

Level of Satisfaction High

Low

Total

Married

44 (71)

18 (29)

62 (100)

Unmarried

19 (50)

19 (50)

38 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) D e g r e e o f f r e e d o m : 1 , χ2  = 4 . 4 4 3 4 , T a b l e V a l u e = 3 . 8 4

The calculated value of χ2   (2.9278) is less than the table 2

The calculated value of χ2 (4.4434) is more than the table

value of χ   (3.84) at five percent level of significance.

value of χ2   (3.84) at five percent level of significance.

Therefore, the hypothesis is accepted.

Therefore, the hypothesis is not accepted.

It is concluded that the level of satisfaction is not associated

It is concluded that the level of satisfaction is associated

with the gender group of respondents.

with the marital status of sample respondents.

iii) Marital Status and Level of Satisfaction

iv) Educational Qualification and Level of Satisfaction

Marital status is another important factor to measure the

Educational qualification is one of the best socio-economic

level of satisfaction.

The marital status of the sample

characters to measure the level of satisfaction. The

respondents is divided in two categories namely (a) married

education is an effective yardstick to measure the character

(b) unmarried.

of an individual. The educational qualification of the sample respondents are divided into three categories viz., (a)

From the table 4, it is very clear that the satisfaction level

illiterate, (b) school level, and (c) college level.

71 percent of the sample respondents belonging to marr ied status and 50 percent of the sample respondents belonging

From the table 5, it is observed that the satisfaction level

to unmarried status are having high level of satisfaction

67 percent of the sample respondents belonging to the

about the services rendered by the Canara Bank.

school level, 64 percent of the sample respondents belonging to the illiterate level and 60 percent of the sample

It is proposed to test the null hypothesis that there is no

respondents belonging to the college level are having high

significant relationship between marital status and their

level of satisfaction about the services rendered by the

level of satisfaction. Chi-square test has been applied.

Canara Bank.

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SCMS Journal of Indian Management, July - September, 2012.

104

Table 5: Distribution of Sample Respondents according to Their Educational Qualification and Level of Satisfaction: χ 2

Education

Level of Satisfaction High

Low

Total

Illiterate

9 (64)

5 (36)

14 (100)

School level

24 (67)

12 (33)

36 (100)

College level

30 (60)

20 (40)

50 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) D e g r e e o f f r e e d o m : 2 , χ 2  = 7 . 4 8 1 8 , T a b l e Va l u e = 5 . 9 9 1

Table 6:

Distribution of Sample Respondents according to Their Occupation and Level of Satisfaction: χ2 Occupation

Level of Satisfaction High

Low

Total

Employee

18 (62)

11 (38)

29 (100)

Business

15 (65)

8 (35)

23 (100)

Agriculture

24 (73)

9 (27)

33 (100)

Others

6 (40)

9 (60)

15 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) D e g r e e o f f r e e d o m : 3 , χ 2   = 4.8025, Table Value = 7.815

It is proposed to test the null hypothesis that there is no

of the case the accounts are operated for business. Here,

significant relationship between educational qualification

the occupation of customer will affect their approach

and their level of satisfaction.

towards banker. The respondents are pressured psycho-

Chi-square test has been

applied.

logically in their occupation. The occupation of the sample

The calculated value of χ2  (7.4818) is more than the table

respondents is divided in to four categories viz., a.

value of χ2   (5.991) at 5 percent level of significance.

Employee, b. Business, c. Agriculture and d. Others.

Therefore, the hypothesis is not accepted.

Table 6, indicates that the satisfaction level 73 percent of 

It is concluded that the level of satisfaction is associated

the sample respondents belonging to agricultural level, 65

with the educational qualification of sample respondents.

percent of the sample respondents belonging to business level, 62 percent of the sample respondents belonging to

v) Occupation and Level of Satisfaction

employee level and 40 percent of the sample respondents

Occupation of customer is one of the important factors to

belonging to others are having high level of satisfaction

determine the level of satisfaction of customers. In most

about the services rendered by the Canara Bank.

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Table 7: Distribution of Sample Respondents according to Their Income and Level of  Satisfaction: χ 2 Income

Level of Satisfaction Hi gh

Low

Total

Low

43 (65)

23 (35)

66 (100)

Middle

17 (61)

11 (39)

28 (100)

High

3 (50)

3 (50)

6 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) Degree of freedom: 2, χ2  = 0.6336, Table Value = 5.991

It is proposed to test the null hypothesis that there is no

The calculated value of χ2  (0.6336) is less than the table

significant relationship between occupation and their level

value of χ2   (5.991) at five percent level of significance.

of satisfaction. Chi-square test has been applied.

Therefore, the hypothesis is accepted.

The calculated value of χ2   (4.8025) is less than the table

It is concluded that the level of satisfaction is not associated

2

value of χ   (7.815) at five percent level of significance. Therefore, the hypothesis is accepted.

with the income group of sample respondents. vii) Size of Family and Level of Satisfaction

It is concluded that the level of satisfaction is not associated with the occupation of sample respondents.

Size of family of the respondents may have an impact on the satisfaction about services rendered by the bank. It is the general opinion that the family size is low sowing

vi) Income and Level of Satisfaction

relationship with the bank is high. For the purpose of the Income of the respondents is one of the notable factors to

study, the sample respondents are grouped in to two

measure the level of satisfaction of the sample respondents.

categories i.e, a) Small family (consists up to four) and b)

The size of income of the respondents will force to meet

Big family (consist of above four).

the banker in regular interval of time. The annual income level of sample respondents are divided in to three

From the table 8, it is observed that the satisfaction level

categories viz., a. Low income group (earning up to

66 percent of the sample respondents belonging to big

b. Middle group (earning between ` 1,00,000

family consists of above four and 62 percent of the sample

to ` 3,00,000) and High income group (earning above

respondents belonging to small family consists up to four

`1,00,000),

are having high level of satisfaction about the services

`  3,00,000).

rendered by the Canara Bank. Table 7, s hows that the satisfaction leve l 65 percent of the sample respondents belonging up to `  1, 00,000, 61 per cen t of the sample respondents belonging to

`  1,

00,000

to `  3, 00,000 and 50 percent of the sample respondents belonging to above `  3, 00,000 are having high level of 

It is proposed to test the null hypothesis that there is no significant relationship between size of the family members and their level of satisfaction.

Chi-square test has been

applied.

satisfaction about the services rendered by the Canara

The calculated value of χ2 (0.17) is less than the table value

Bank.

of  χ 2  (3.84) at five percent level of significance. Therefore,

It is proposed to test the null hypothesis that there is no

the hypothesis is accepted.

significant relationship between income and their level of 

It is concluded that the level of satisfaction is not associated

satisfaction. Chi-square test has been applied.

with the size of the family members of sample respondents.

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SCMS Journal of Indian Management, July - September, 2012.

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Table 8: Distribution of Sample Respondents according to Their Size of the   Family Members and Level of Satisfaction: χ2

Si ze o f the F am il y Me mb er s

Le ve l of Sat is fa cti on High

Low

Total

Small

40 (62)

25 (38)

65 (100)

Big

23 (66)

12 (34)

35 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) D e g r e e o f f r e e d o m : 1 , χ2  = 0.17, Table Value = 3.84

Table 9: Distribution of Sample Respondents according to Their Earning Members of the   Family and Level of Satisfaction: χ2 E ar ni ng M em be rs

L ev el o f S at is fa ct io n High

Low

Total

Low

42 (61)

27 (39)

69 (100)

High

21 (68)

10 (32)

31 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) D e g r e e o f f r e e d o m : 1 , χ 2  = 0 . 4 3 3 2 , T a b l e Va l u e = 3 . 8 4

viii) Number of Earning Members in the Family and

The calculated value of χ2  (0.4332) is less than the table

Level of Satisfaction

value of χ2   (3.84) at five percent level of significance.

The earning members of the fam ily of the respondents will affect the annual income of the family. If the earning members of the family are more, income will be more. When there is low level of earning members in the large family, the financial problems are created. So this factor will also

Therefore, the hypothesis is accepted. It is concluded that the level of satisfaction is not associated with the earning members of sample respondents. ix) Nature of the Family and Level of Satisfaction

influence the savings habits of the employee. It is known that all type of family sample respondents The earning members of respondents’ family is divided in two categories viz., a. Low (earning members up to 2), b. High (earning members above 2).

also has an impact on the satisfaction level. The nature of  the family is classified into two categories as nuclear family and joint family.

From the table 9, shows that the satisfaction level 68 percent of the sample respondents belonging to earning members above 2 and 61 percent of the sample re spondents belonging to earning members upto 2 are having high level

Table 3.10, shows that the satisfaction level 63 percent of  the sample respondents belonging to the nature of family and 63 percent of the sample respondents belonging to

of satisfaction about the services rendered by the Canara

 joint fa mily ar e having high level of satisf action about the

Bank.

services rendered by the Canara Bank.

It is proposed to test the null hypothesis that there is no

It is proposed to test the null hypothesis that there is no

significant relationship between earning members and their

significant relationship between nature of family and their

level of satisfaction. Chi-square test has been applied.

level of satisfaction. Chi-square test has been applied.

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Table 10: Distribution of Sample Respondents according to their Nature of Family and Level of Satisfaction: χ2 Nature of Family

Level of Satisfaction High

Low

Total

Low

31 (63)

18 (37)

49 (100)

High

32 (63)

19 (37)

51 (100)

Total

63 (63)

37 (37)

100 (100)

Source: Primary data (figures in parenthesis indicate percentage) Degree of freedom: 1, χ2  = 29.0118, Table Value = 3. 84

The calculated value of χ2  (29.0118) is more than the table

Occupation

2

value of χ   (3.84) at five percent level of significance. Therefore, the hypothesis is not accepted.

Among these four groups of occupation, the level of  satisfaction of 73 percent of the sample respondents

It is concluded that the level of satisfaction is associated with the nature of the family of sample respondents. Findings

belonging to agriculture group is high. Income Among these three income groups of the respondents the level of satisfaction of 65 percent of the sample

The main findings of the study are as follows.

respondents belonging to low income group is high. It is found that 63 percent of the sample respondents are highly satisfied about services provided by Canara Bank.

Size of Family Among these two sizes of family groups, the level of 

Levels of Satisfaction:

satisfaction of 66 percent of the sample respondents Age

belonging to big size of family group is high.

Among these three age groups, the level of satisfaction of 

Earning Members

75 percent of the sample respondents belonging to B (middle) group is high.

Among these two earning group of the respondent, the level of satisfaction of 68 percent of the sample respondents

Gender

belonging to high earning member group is high.

Among these two gender groups, the level of satisfaction

Nature of the Family

of 70 percent of the sample respondents belonging to male category is high.

Among these two natures of the family groups of the respondent the level of satisfaction of 61 percent of the sample respondents belonging to nature of the family group

Marital Status

is high. Among these two marital status groups, the level of  satisfaction of 71 percent of the sample respondents belonging to married group is high.

Suggestions In the light of the study, some important suggestions for the improvement in satisfaction about services rendered

Educational Qualification

by Canara Bank are described below: Among these three groups based on education level, the level of satisfaction of 67 percent of the sample respondents belonging to school level group is high.

1.

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It is found that 25 percent of other age group of sample respondents is having low level of satisfaction about

SCMS Journal of Indian Management, July - September, 2012.

services rendered by Canara Bank.

108

 Academy of Marketing Sciences . (Fall), (1995):

Hence, it is

236-245.

suggested the banker may take proper steps to improve the satisfaction about services rendered by the

Bickert, Jock. “The Data Base Revolution.” Target Marketing .

customer.

(May), (1992): 14-18. 2.

It is found that female respondents are having very low level of satisfaction about the services provided

Dick, Alan S. and Kunal, Basu. “Customer Loyalty: Towards an

by the bank. Hence, it is suggested that bank should

Integrated Conceptual Framework.”  Journal of the

give due importance to the female respondents also.

 Academy of Management Sciences . 22 (Spring),

(1994): 99-113. 3.

It is found that only low income group of sample respondents are having high level of satisfaction when compare with higher income group.

Dwyer, F. Robert, Paul H. Schuur, and Sejo Oh. “Developing Buyer-Seller Relationship.” Journal of Marketing.

Hence, it is

51 (April), (1987): 11-27.

suggested that bank may provide new schemes to improve the satisfaction of high income group.

Ganesan, Shankar. “Determining of Long- Term Orientation in Conclusion

Buyer Seller Relationship.” Journal of Marketing . 58 (April), (1994): 1-19.

Banking is an important sector to the developing countries economy.

In Canara Bank is having more number of 

Gronroos, Christian. “Relationship Approach to Marketing in

customers and they are satisfied with the services rendered

Service

by it. The relationship between the banker and customer

Organizational Behaviour Interface.”  Journal of 

is also in a good phase. A few suggestions are given to

 Business Research . 20 (January), (1990): 3-11.

Contexts:

The

Marketing

and

improve the relationship between the banker and customer. If the management implements these suggestions, it can

Rosenberg, Larry and Jhon Czepiel. “A Marketing Approach to Customer Retention.”  Jou rnal of Consum er 

retain not only its position as best relationship with

 Marketing. (Spring), (1984): 45-51.

customer but also a best serving banker in future.

Saklani A. and Madhu, Jasola. “How Service Quality affects

Reference

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