Abstract
In the quest of business excellence, most of the business organisations are adopting Electronic Customer Relationship Management (E-CRM) to boost customer satisfaction and improve customer relationship. The banking institutions are no exception to adoption of such a technology driven E-CRM. Of late there is heavy dependency on E-CRM in the banking industry to ensure customer satisfaction, loyalty and retention. The main objective of the present research paper is to examine the customer perception towards E-CRM in select private banks. Apart from this, the other objective is to evaluate how far the adoption of E-CRM in the private banks helped them in retaining customers. The key demographic variables of customer respondents are used to find out the customer perception towards E-CRM as well as how E-CRM assisted on customer satisfaction, their loyalty and subsequent retention of customers in such banks. Here, six private sector banks located at Bhubaneswar city of Odisha were selected and data for the study were collected through a structured questionnaire from 564 customer respondents of such private banks. Statistical tools namely Welch’s t-test, Kruskal-Wallis test and regression analysis were used for data analysis and interpretation. The results of the study reveal that there is no difference in customer perception towards E-CRM on the basis of demographic factors. Further, the results of the study disclose that demographic variables have marginal effect on the relationship between E-CRM and customer retention of sample private banks selected for the study.

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Copyright (c) 2025 Dr. Susmita Das, Ms. Rashmi Rekha Pradhan, Dr. Milu Charan Tripathy, Prof. Devi Prasad Misra (Author)