Abstract:

Privatization of the bank in India has given maximum service options to the customers. Hassle free transactions, use of IT, customer oriented public and private services brings increase in use of banking services. Nationalized banks also adapted the digital mode of service. However, private banks offer more service with less duration of time for attracting customers towards them. Rural part of India are also getting the benefit of private sector banks. They also offer Govt. schemes for agriculture, small and medium scale industries etc.  Private banks are more popular for giving maximum service to their customers. Extended timings for service, fast process, maximum focus on digitalization, home service, holiday banking etc. are the major factors for their popularity. Not only private banks but the entire private sector is getting affected by customer relation management.   Profit of the private sector bank i.e. Axis bank is deliberately investing in building the customer relationship programmes. Competitive environment has created a pattern of digitalization and invited more risk towards banking transactions. Non-banking services also get the risk in transactions. This situation gives rise to the term Customer Relationship Management. Retention of unhappy customers can be possible through the CRM programmes.   This research paper deals with the study of customer relationship management in private sector banks with special reference to Axis Bank. 

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