Relationship Marketing and CRM in Indian Retail Banking

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Focusing on the pluralism of marketing practices, this study explores the validity of CRM in Indian retail banking. It identifies 29 best practices that can guide organizations in effective CRM deployment. The research evaluates how well these practices are implemented across the sector, highlighting 8 banks with exemplary execution. Additionally, it investigates the correlation between the use of these practices and customer loyalty among high and medium relationship value clients, offering valuable insights for both academics and industry professionals.