Vol. 2, Issue 10, Part F (2016)

Abstract
Today, many businesses such as banks, insurance companies and other service providers realize the importance of Customer Relationship Management (CRM) and its potential to help them acquire new customers retain existing ones and maximize their lifetime value. The study deals with to analyze the impact of CRM practices on customers, to measure their satisfaction level on CRM practices offered by public sector banks and to evaluate the various factors that influenced the customer satisfaction on public sector banks. The study is designed as a descriptive and analytical one. Considerable data are available both from primary and secondary sources. The researcher has framed the null hypotheses to fulfill the objectives of the study like there is no significant relationship between socio economic variables and level of satisfaction of the customers. The study focuses only 3 Town Panchayats in Srivilliputhur Taluk which are having totally 6 public sector banks. So 35 customers have been selected from each public sector banks by adopting Judgement sampling method. Totally 210 respondents have been selected for the present study. The researcher has used the tools and techniques for analysis such as Kruskal Wallis Rank sum U Test, Mann Whitney Rank sum U Test, Factor analysis using SPSS 16.0. The researcher to bring out the suggestion on the basis of findings of the present study. This study is analyzed the satisfaction of customers towards CRM practices offered by public sector banks. The result of the study is that most of the respondents are satisfied, but some of the respondents are dissatisfied about transparency, trust and loyalty.