Electronic CRM and ICT-Based Banking Services: An Empirical Study of the Attitude of Customers in Kerala, India

Fast advances in the field of ICT (Information and Communication Technology) is making rapid penetration into all aspects of commercial banking. The traditional concept of CRM (Customer Relationship Management) is giving way to Electronic Customer Relationship Management (e-CRM). In the realm of e-CRM the nature and extent of services are on the rise day by day because of the ever growing nature of ICT. Because of the fierce competition in the industry in the ongoing era of financial sector reforms in India the concept of CRM (particularly e-CRM) has become an imperative for survival and growth of banks rather than just a choice. This paper makes an empirical study of the customer attitude towards e-CRM and other ICT-based banking services, and suggests strategies for effective delivery of such ICT-based services for enhanced competitiveness of banks.