Customer Relationship Management and Service Quality: The Case of Grameen Bank

Mihir Kumar Roy and Saleh Ahmed

The study tries to analyze the need for Customer Relationship Management (CRM) to increase customer value by using some analytical methods in CRM applications. The objective is to identify the key factors that influence the extent to which CRM helps to improve the service quality of the Grameen Bank (GB), Tarutia Branch, Tangail. To inspect customer’s satisfaction on service quality of the GB branch, the researchers used three CRM factors i.e. Communication, Interpersonal Relationship and Efficiency through questionnaire survey from the seventy eight clients. The SPSS version 20 software was employed in this study for data analysis. Correlation analysis and stepwise regression analysis were performed to assess the hypotheses .The correlation analysis produced precise support to prove almost all the hypotheses , but the stepwise regression provided partial support to the hypothesis. The study recommended that, GB Tarutia Branch, showed good level of customer’s satisfaction in terms of service quality. However, this level needed to be increased to maintain desired satisfactory service quality and achieved better growth of GB in poverty alleviation.