Customer Contentment Regards to Electronic Customer Relationship Management: A Comparative Study of Public and Private Sector Banks of India

Finanacial industry is going through turbulent time in the recent years due to various changing constituents in financial business environment. Increasing and ever changing customer's financial needs and mindsets is one of the major challenge for the banking industry, reforms by RBI for making banking available to diverse section of society of issuing licences to new players will be another threat to existing banks in retaining existing customer and acquiring new customer. Recent advancement, development and availability at affordable rates of digital technology have changed the way banks server, connect and communicate with customers. Electroinic Customer Relationship Management (eCRIM) is advancement with the help of modern technology in the traditional GRIM approach embraced by the banks to serve the customers round the clock at the place of their choice. This paper attempts to study the level of customer satisfaction regards to eCRM in public and private sector banks of India in Jodhpur city.