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@article{180738,
        author = {Dr. Vennila Gopal and Ms. Madhumitha S},
        title = {CUSTOMER RELATIONSHIP MANAGEMENT AT ARAKURUSSI VANITHA SAHAKARANA SANGHAM BANK, MANNARKKAD, KERALA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {2386-2393},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180738},
        abstract = {Banks often find it difficult to build and keep 
strong relationships with their customers. Even though 
they spend a lot on Customer Relationship Management 
(CRM) systems and technology, many find difficult to 
understand what their customers want. This can impact 
customer satisfaction and loyalty. If banks fail to care 
CRM, they risk losing customers and fall under non
performance. Considering this, the present study aims to 
analyse the customer relationship management practices 
of Arakurussi Vanitha Sahakarana Sangham bank, 
measure their customer service satisfaction and assess 
the challenges faced by the bank in implementing CRM 
in an effective way. Findings of the study would help 
improve the bank’s CRM strategies and strengthen the 
relationship with their customers and attract new ones.},
        keywords = {Customer  Relationship  Management,  Customer Service and Customer Satisfaction.},
        month = {June},
        }