1.
I. Anand Pawar
– *dr.b.r.ambedkar Open University, Hyderabad
2.
D. T. Chary
– **govt. Degree College, Peddapally, Karimnagar, A.p.
Abstract
Economic Reform initiatives in 1991
and the banking industry in India have greater
importance as it forms the lifeline of economic
activity. Further, the liberalization process has brought
about a sea change in the activities of the commercial
banks due to the increased competition among the
domestic public sector banks as well as private sector
banks with that of the foreign banks. Apart from this,
the increasing competition, the customers gain much
knowledge and awareness through various sources,
etc has necessitated the Indian banks to adopt new
technologies in services including the e-business for
the purpose of sustaining the customers need and
standardize the quality services in tune with the
customers’ expectations. Keeping this in view, the
present study is an attempt to examine the role of
modern technology and its impact on the
effectiveness of banking services of select banks from
the customer relationship Management (CRM)
perspective
