Customer Relationship Management (CRM) Practices in the SBI Bank: An Analytical Study in Darjeeling, West Bengal

Abstract: This analytical study investigates Customer Relationship Management (CRM) practices at the State Bank of India (SBI) branch in Darjeeling, West Bengal. The study's objectives are to evaluate CRM strategies, assess their impact on customer satisfaction and loyalty, and identify the challenges encountered during implementation. A combination of primary and secondary data was used, with primary data collected through a structured questionnaire administered to 75 SBI customers using convenience sampling. This study examined several key variables related to CRM, including customer awareness of CRM policies, perceptions of CRM practices, e-CRM strategies, and customer service. Statistical tools such as ANOVA, correlation analysis, multiple regression analysis, and one-sample t-test were used for data analysis. The findings reveal significant differences between customers' demographic profiles and their awareness of CRM policies. Strong positive correlations were found between CRM awareness, perception, and satisfaction. Customer service significantly influences perceptions of CRM practices, and e-CRM strategies have a substantial impact on customer satisfaction. This study underscores the importance of tailored CRM strategies, effective communication, service quality, and digital banking services in enhancing customer relationships and satisfaction. The findings provide valuable insights for SBI and other banks operating in similar contexts to improve CRM practices and customer satisfaction in the banking industry.