A STUDY ON THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER ENGAGEMENT: IN CONTEXT OF PRIVATE BANKS IN NAGPUR CITY

Customer Relationship Management is vital for forming a consumer centric organization. It is an important component that permits a bank to improve its customer base and their engagement with the banking services. Therefore, CRM is an approach by banks to appeal, recollect and then be associates with their customers. Customer engagement states the activities and movements of companies & organizations to decrease the number of customer defections and making them loyal. Therefore, the aim of this study is to scrutinize the effects of CRM practices on the customer engagement with private banks in Nagpur region. This study used a descriptive research design to measure the influence of numerous extents of customer relationship management and its impact on customer engagement. The targeted population of the present study was private bank and customers of Nagpur city. So the total sample size consisted of100 customers. The researcher has used judgmental sampling method for collecting data from the private sector. The data for the study was collected from mostly primary sources which include questionnaire and personal interview predominantly. Data relating to the study is collected between Jan 2019 to March 2019. From the data collected and its analysis, it is concluded that there is a significant effect of “Customer Relationship Management” on customer engagement.