CRM practices adopted by Indian banks

Research method:

Research strategy: There is a choice of six Research- strategies from which the researcher can choose any.  These are Survey, Case Study, Grounded Theory, Ethnography, Action research and experiment (Saunders et al., 2007). The researcher has decided to adopt the survey strategy, since this method is recommended when it is impossible to target the entire universe (Fisher, 2004). Apart from that, this is a convenient and easy method and does not require too much of time or money.  In any case, the restraints of time and money available to the researcher compel him to use the survey method as part of his research strategy.

Sampling: Two important sources will be tapped for collecting the primary data.  These would be employees handling the CRM processes of the banks, and the customers.  Non-random snowball sampling method will be used for selecting the sample of employees.  The respondents would be asked to give reference of the bank officers in other banks.  Researcher proposes to interview at least five offices from different banks.  The managerial level employees of both the nationalized and the private sector banks, particularly those involved with the implementation of CRM practices will be used as the sample unit.

Customers will form the second source of primary data. Customers will be surveyed with the intention of determining their appreciation of the CRM activities and how they influence the customers’ level of satisfaction.  Customers of five different banks in Mumbai will be approached for the purpose of the survey. These customers will be approached right at the entrance of the bank’s branch. Sample will be selected on the basis of non random purposive sampling technique.

Data collection: The researcher proposes to collect both the primary data as well as the secondary data for this study. Two sources will be tapped for primary data.  For this purpose a structure questionnaire will be prepared for obtaining the responses of the customers.  The employees of the banks will be interviewed on the basis of an interview schedule.  Both open-ended and closing questions will be included in the same.  The questionnaire and interview schedule will be completed by the researcher on the basis of the responses given by the customer and the bank offices.  Various books, reports, magazines and journals will be studied for collecting the secondary data, since secondary data refers to published or collected for published information collected for purposes other than the current research. 

Data analysis: Quantitative data collected from the survey of the customers will be analyzed by tabulating the data, while no statistical method will be used for analyzing the qualitative data collected through the interviews of the bank officers. 

Validity and reliability: The researchers will perform some specialized tasks to enhance the reliability of the data.  First, the researcher will pilot test the questionnaire drafted for the customers with a selected few of them.  This will enable the researcher to identify any flaws in the questionnaire which can be rectified before using the questionnaire for a debate data collection.  This will ensure that information collected is of good quality.  The data will be collected personally by the researcher and this will also contributes to enhancing its reliability.  The different banks in various parts of Mumbai will be approached by the researcher to contact researchers from as diverse background as possible.  This is done to improve the validity of the data. 

Access: Primary date will be collected from two sources.  Interviews will be conducted on the managerial level staff of banks.  Some of the research is relatives are working in different banks, which will enable him to access these banks.  The researcher proposes to cut back these offices to apprise them of the objectives and intentions of the study and to set up appointments for the interviews.  After the interview is over the respondents will be asked for further references.  This will facilitate his access to required number of bank officers. The researcher will contact the customers when they approach the bank.  There will be an introduction letter attached to the questionnaire to explain the objectives of the research.