An Analysis of the Gap between Customers’ Expectation and Perception Regarding Selected CRM Practices in Public and Private Sector Banks

Customer Relationship Management (CRM) is the core business strategy that integrates internal process and functions and external networks to identify, cultivate and maintain long-term profitable relationships so as to provide those very customers with services quality exceeding their expectations. Thus, the present paper focuses on the gap between customers' expectation and customers' perception regarding selected CRM practices in public and private sector banks. The paper identifies four major dimensions, viz., pre-transaction services, during-transaction services, post-transaction services and behavioral factors, constituting overall CRM practices in banks. The paper also lays emphasis on comparing the customers' expectation and perception levels in public and private sector banks