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

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.

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