The document is a project report on customer relationship management (CRM) at Jammu and Kashmir Bank. It includes an introduction to CRM, its characteristics and types. The project was carried out to understand customer behavior and market potential for current accounts at Jammu and Kashmir Bank's South branch. It analyzes data collected and makes recommendations to improve CRM. The report contains typical sections like preface, acknowledgement, certificate, declaration and bibliography.

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A
PROJECT REPORT
ON
CUSTOMER RELATIONSHIP MANAGEMENT IN
JAMMU AND KASHMIR BANK.
Submitted for partial requirement of degree of
MASTER OF BUSINESS ADMINISTRATION
(FINANCE & MARKETTING)
SUBMITTED BY: SUBMITTED TO:
ADIL HUSSAIN BHAT Ms. Kritika Goel
M.B.A (FINANCE & MARKETTING) HOD CTIMIT
1519470

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PREFACE
Inspiration and motivation have always played a key role in the success of any venture. In the
present world of competition and success, project is like a Bridge between theoretical and
practical working. This project gives me a considerable exposure and provides me with the
opportunity to see the practical aspects of corporate world. The successful completion of this
project was a unique experience for me because by visiting many place and interacting
various person I achieved a better knowledge about sales. The experience which I gained by
doing this project was essential at this turning point of my carrier this project is being
submitted which content detailed analysis of the research under taken by me. The research
provides an opportunity to the student to devote his/her skills knowledge and competencies
required during the technical session. The research is on the topic “CUSTOMER
RELATIONSHIP MANAGEMENT IN JAMMU AND KASHMIR BANK.

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ACKNOWLEDGEMENT
For successful Completion of any task we need guidance and motivation at every step. I am
highly privileged to express my sincere gratitude to Ms. Kritika Goel (HOD CTIMIT)
under whose ingenious supervision I had done my project. I express my sincere thanks for
their valuable guidance. They made this experience of mine informative and rewarding. They
provide me all the facilities and environment for successful completion of my training. I feel
deeply in deputed towards people who have guided me in this project. It would have not have
been possible to me to make such an intensive report without the help, guidance and inputs
from them. Most of my information source has been from professional books of corporate
world. I will be failing in my duties if I do not acknowledge the help, support of my friends
whose love and affection supported me throughout life and in this project also.

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CERTIFICATE
This is to certify that Adil Hussain Bhat M.B.A 3RD Semester of CT Institute of Management
and IT, has done project on “ CUSTOMER RELATIONSHIP MANAGEMENT IN
JAMMU AND KASHMIR BANK “and has successfully completed project on
“CUSTOMER RELATIONSHIP MANAGEMENT IN JAMMU AND KASHMIR BANK”.
This report is completed under my guidance. It is only for academic purpose and is a bonifide
work done by researcher.
PROJECT GUIDE

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DECLARATION
I, Adil Hussain Bhat, hereby declare that the project work entitle on the “CUSTOMER
RELATIONSHIP MANAGEMENT IN JAMMU AND KASHMIR BANK” is the original
work done by me. This project is done under the guidance of Ms. Kritika Goel
(HOD.CTIMIT). It is only for academic purpose & this work has not been published in any
journal, magazine or book. This project report presented as a partial fulfilment requirement
for the degree of Master of Business Administration.
Adil Hussain Bhat
M.B.A 3rd SEM
1519470

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INDEX
S. NO. CHAPTER Page No.
1 INTRODUCTION. 7-21
2 REVIEW OF LITERATURE 22-24
3 SCOPE & OBJECTIVE. 25-26
4 RESEARCH METHODOLOGY 27-29
5 DATA ANALYSIS & INTERPRETATION 30-41
6 FINDINGS,SUGGESSTIONS,LIMITATIONS,
CONCLUSION & RECOMMENDATIONS.
42-50
7 BIBLIOGRAPHY/ REFERENCES 51
8 ANNEXURE 52

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What is customer relationship management?
Customer relationship management (CRM) is an approach of managing company’s
interaction with current and future customers. It often involves using technology to organize,
automate, and synchronize sales, marketing, customer service, and technical support.
“CRM is concerned with the creation, development and enhancement of individualised
customer relationships with carefully targeted customers and customer groups resulting in
maximizing their total customer life-time value”.
CRM is “the development and maintenance of mutually beneficial long-term relationships
with strategically significant customers”.
CHARACTERISTICS:
CRM is a customer-oriented feature with service response based on customer input, one-to-
one solutions to customers' requirements, direct online communications with customer and
customer service centres that are intended to help customers solve their issues. It includes the
following functions:
 Sales force automation, which implements sales promotion analysis, automates the
tracking of a client's account history for repeated sales or future sales, and coordinates
sales, marketing, call centres, and retail outlets.
 Data warehouse technology, used to aggregate transaction information, to merge the
information with CRM products, and to provide key performance indicators.
 Opportunity management which helps the company to manage unpredictable growth and
demand, and implement a good forecasting model to integrate sales history with sales
projections.
 CRM systems that track and measure marketing campaigns over multiple networks,
tracking customer analysis by customer clicks and sales
ORIGIN OF CRM
Customer relationship management was originated in early 1970s.
CRM came as a process that dealt with relationships with customers surpassing the whole
business.
As said by Father of management “The true business of every company is to make and keep
customers”

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IMPACT ON CUSTOMER SATISFACTION
The implementation of CRM is likely to have an effect on customer satisfaction for at least
three reasons:
Firstly, firms are able to customize their offerings for each customer. By accumulating
information across customer interactions and processing this information to discover hidden
patterns, CRM applications help firms customize their offerings to suit the individual tastes of
their customers. This customization enhances the perceived quality of products and services
from a customer's viewpoint, and because perceived quality is a determinant of customer
satisfaction, it follows that CRM applications indirectly affect customer satisfaction.
Secondly, CRM applications enable firms to provide timely, accurate processing of customer
orders and requests and the on-going management of customer accounts. For example,
Piccolo and Applegate (2003) discuss how Wyndham uses IT tools to deliver a consistent
service experience across its various properties to a customer. Both an improved ability to
customize and a reduced variability of the consumption experience enhance perceived
quality, which in turn positively affects customer satisfaction.
Thirdly, CRM applications also help firms manage customer relationships more effectively
across the stages of relationship initiation, maintenance, and termination
TYPES:
Call centres
As well as tracking, recording and storing customer information, CRM systems in call
centres codify the interactions between company and customers by using analytics and key
performance indicators to give the users information on where to focus their marketing and
customer service. The intention is to maximize average revenue per user, decrease churn and
decrease idle and unproductive contact with the customers.CRM software can also be used to
identify and reward loyal customers over a period of time.
Growing in popularity is the idea of gratifying customer service environments. The repetitive
and tedious act of answering support calls all day can be draining, even for the most
enthusiastic customer service representative. When agents are bored with their work, they
become less engaged and less motivated to do their jobs well. They are also prone to making
mistakes. Gratification tools can motivate agents by tapping into their visceral need for
reward, status, achievement, and competition.
Business-to-business
According to a Sweeney Group definition, CRM is "all the tools, technologies and
procedures to manage, improve, or facilitate sales, support and related interactions with
customers, prospects, and business partners throughout the enterprise". It assumes that
CRM is involved in every B2B transaction.
Despite the general notion that CRM systems were created for the customer-centric
businesses, they can also be applied to B2B environments to streamline and improve
customer management conditions. For the best level of CRM operation in a B2B
environment, the software must be personalized and delivered at individual levels.
Social media
Balaam (2010) presented evidence of a significant increase in the use of social
networking sites, especially among young people. This has caused companies to use these

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sites to draw attention to their products, services and brands, with the aim of building up
customer relationships to increase demand.
Some CRM systems integrate social media sites like Twitter, LinkedIn and Face book to
track and communicate with customers sharing their opinions and experiences with a
company, products and services.
Enterprise Feedback Management software platforms such as Confirmit, Medallia,
and Satmetrix combine internal survey data with trends identified through social media to
allow businesses to make more accurate decisions on which products to supply.

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ABOUT PROJECT
The project was carried out for understanding the customer behaviour in Current Account
of Jammu and Kashmir Bank, South branch and its market potential.
JAMMU AND KASHMIR BANK was established in the year 1938, they are old players
in banking sector, and the bank has two principle client segments –customer and asset
management. The bank follows value such as – Integrity, teamwork, respect, professionalism,
& Mission. The segment of bank we are considering here is- Corporate banking. The product
out of which I have chosen for research is Current Accounts. This research helps us in finding
out the customers view regarding the product and Services offered by the JAMMU AND
KASHMIR BANK and awareness by promotion and also identifying the market potential of
the product offered by the JAMMU AND KASHMIR BANK.
The project was carried out in south city of Kashmir with an objective of knowing CRM level
of bank with bank services and does customers aware about the different types of Current
Account with various schemes, Services and different offers provide by the bank. The total
sample size taken was one hundred (100) from various markets of the Kashmir. The research
shows that the market potential for the bank is very good and so many customers are not
aware of the services provided by the bank which are not provided by other banks. On the
other hand we have also the existing customers of JAMMU AND KASHMIR BANK Who
are satisfied with the working style of bank, but want continuous updates about the new
service schemes and other products of bank. They want that bank should do promotional
activity as – Advertising, so that they can be updated while sitting at home. The researcher
used the method of questionnaire to know all feedback

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BRIEF ABOUT COMPANY PROFILE
TYPE PRIVATE
INDUSTRY BANKING, FINANCIAL SERVICES
FOUNDED 1ST
OCTOBER1938
HEADQUARTERS RESIDENCYROAD, SRINAGAR ,KASHMIR,
INDIA
KEY PEOPLE MR.MUSHTAQ AHMAD (Chairman & CEO)
PRODUCTS CREDIT CARDS,DEBITCARDS,CONSUMER
BANKING, CORPORATE BANKING, FINANCE &
INSURANCE
TOTAL INCOME 7,347.60Cr. (2016)
TOTAL ASSETS 80,268.07 Cr
WEBSITE www.jkbank.net, www.jkbank.co.in

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INTRODUCTION
Jammu and Kashmir Bank Limited was incorporated on 1st October, 1938 and commenced
its business from 4th July, 1939 in Kashmir (India). The Bank was the first in the country as a
State owned bank. The bank had to face serious problems at the time of independence when
out of its total of ten branches two branches of Muzaffarabad and Mirpur fell to the other side
of the line of control (now Pak Occupied Kashmir) along with cash and other assets.
Following the extension of Central laws to the state of Jammu & Kashmir, the bank was
defined as a government company as per the provisions of Indian companies act 1956.
Today, Jammu & Kashmir Bank is one of the fastest growing banks in India with a network
of more than 857 branches/offices spread across the country offering world class banking
products/services to its customers. The Bank recently bagged three very prestigious awards
for following fair business practices and commitment to social obligations. According to the
extended Central laws of the state, Jammu & Kashmir Bank was defined as a govt. Company
as per the provision of Indian companies’ act 1956. In the year 1971, the Bank received the
status of scheduled bank. It was declared as "A" Class Bank by RBI in 1976. Today the bank
has more than 857 branches across the country and has recently become a Billion Dollar
Company. Jammu and Kashmir bank was incorporated in 1938 as a limited company and
governed by the Companies Act and Banking Regulation Act of India. It was regulated by the
Reserve Bank of India and SEBI. Listed on the National Stock Exchange (NSE) and Bombay
Stock Exchange (BSE) 53 per cent owned by the Government of J&K. Rated "P1+" by
Standard and Poor- CRISIL connoting highest degree of safety. Four decades of
uninterrupted profitability and dividends.
INFRASTRUCTURE
 It is the fastest growing bank with 875 branches across the country.
 All the branches of J&K bank are computerized.
 Anywhere banking, Tele- Banking and SWIFT facilities available.
 Internet banking, SMS and mobile banking is being provided by this bank.
 ATMs connected globally to all Master- Card networked ATMs.
 Mobile ATM services are available- first of its kind in Northern India.

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 J&K Bank Global Access Debit Cards: Cirrus and Maestro enabled.
 It is live on RTGS System of RBI.
 Credit Cards also available.
 It has Electronic Fund Transfer (EFT) System available.
Brand Identity:
The new identity for J&K Bank is a visual representation of the Bank’s philosophy and
business strategy. The three coloured squares represent the regions of Jammu, Kashmir and
Ladakh. The counter-form created by the interaction of the squares is a falcon with
outstretched wings – a symbol of power and empowerment. The synergy between the three
regions propels the bank towards new horizons. Green signifies growth and renewal, blue
conveys stability and unity, and red represents energy and power. All these attributes are
integrated and assimilated in the white counter-form.
Product profile:-
Products/services provided by Jammu and Kashmir bank areas under:
Saving Bank Deposits:
1. Savings Bank Deposit Scheme.
2. Millennium Deposits Scheme.
3. Flexi Deposits Scheme.
4. Fixed Deposits Scheme.
5. Child Care Scheme.
6. Cash Certificates.
7. Super Earner Deposits Scheme.
8. Recurring Deposits Scheme.
9. Recurring plus Account.
10.Smart Saver Scheme.
11.Depositors Pension Scheme.
12.c
13.Mehendi Deposit Certificate.

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Current Accounts:
1. Gift Cheque Scheme.
2. Platinum Current Account.
3. Gold Current Account.
4. Premium Plus.
5. Current Account.
6. Premium Current Account.
7. Basic Current Account.
Loans:
1. Housing Loan Scheme.
2. Education Loan Scheme.
3. Car Loan Scheme.
4. Car Loan for Used Car.
5. Commercial Vehicle Finance.
6. Commercial Vehicle Finance (Used Vehicles).
7. Two Wheeler Finance.
8. Consumer Loan.
9. Consumption Loan.
10. Personal Loan to Pensioners Mortgage
11. Loan for Trade & Service Sector
12. Loans against Mortgage of Immovable Property
13. Fair Price Shop Scheme.
Specialized Finance Schemes:
1. Help Tourism (For Kashmir valley only).
2. All Purpose Agri Term Loan.
3. Fruit Advances Scheme (Apple).

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4. Saffron Finance.
5. Roshni Financing Scheme.
6. Craft Development Finance.
7. Dastkar Finance.
8. Giri Finance Scheme.
9. Khatamband Craftsmen Finance.
10. Commercial Premises Finance.
11. Laptop/PC Finance.
CREDIT CARDS
1. Global Access Card
2. Empowerment Credit Cards
Types of Empowerment Cards
 Blue Empowerment Card
 Silver Empowerment Card
 Gold Empowerment Card
INSURANCE
The Bank diversified its operations when it ventured into the insurance business, both
life and non-life segments.
 Life Insurance Segment.
 MetLife India Insurance
 Non-Life Insurance Segment
 Bajaj Allianz General Insurance Co. Ltd
CHANNELS OF DISTRIBUTION: -
The Bank has continued to expand its distribution network to augment its geographical reach
and maintain business growth momentum. This has helped the Bank particularly in the
acquisition of low-cost retail deposits. Out of total 857 branches (including extension
counters and service branches), 544 branches are in semi urban and rural areas. This reach

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will help carry on the growth of momentum particularly in generating low cost deposits and
credit disbursement to agriculture, artisan and SME sectors. The ATM network of the Bank
has increased to more than 1006, and today constitutes the largest ATM network in J&K. The
Bank’s branch network (excluding extension counters and service branches) as on 31st March
2016 was as under:
Area Branches
Metro 62
Urban 265
Semi urban 87
Rural 443
Total 857
 Mr. MUSHTAQ AHMAD- Chairman & CEO
 Mr. Parvaiz Ahmad - Executive President
 Mr. Pushap kumar- President
 Mr. Mohammad Ibrahim Wani – Vice - President
BOARD OF DIRECTORS

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HISTORY OF JAMMU AND KASHMIR BANK
Entire banking in the state of Jammu and Kashmir was performed by traditional
money lenders till 1920-30 and that too at exorbitant interest rates. At the same time
some banks functioned but at a very limited scale, such as Punjab National bank,
Grind lays bank and Imperial bank of India.
The role of these banks was reduced to the acceptance of deposits, as they could
not grant loans and advances to the people of the state owing to the statutory
limitations. Under this scenario banks could not ameliorate the financial and social position
of people of the state. To overcome this critical situation , then Maharaja of State
conceived an idea of setting up of a State bank in the State. After prolonged
exercises and deliberations the assignment for establishment of “The Jammu &
Kashmir Bank Limited” was given to the late Sir Sorabji N Pochkhanwala
formulated a scheme on 24.09.1930, suggesting establishment of a semi State bank
with participation in capital by State and public under the control of State
Government. Thus the bank was formally incorporated on 1st of October 1938 and
commenced business from 4th of July 1939 at its registered office, Residency Road,
Srinagar, Kashmir.
In its formative years, the bank had to encounter several serious problems, particularly
around the time of independence, when out of its Total of 10 branches two branches
of Muzaffarabad and Mirpur fell to the other side of line of control (Now Pak
Administered Kashmir) along with cash and other assets in 1947. However, State Govt.
came to its rescue with the assistance of Rs. 6.00 lacks to meet the claims. The
bank steadfastly overcame its difficulties and kept growing. Following the extension
of Central Laws to the State of Jammu & Kashmir, the bank was defined as a Govt.
company as per the provisions of Indian Companies Act 1956.The Bank had its first
full time Chairman in 1971 was a turning point for the bank on conferment of
scheduled bank status and witnessed remarkable progress in all vital fields of
operations. Reserve Bank of India declared the bank as ‘A’ class bank in 1976. In
recognition of dominant role and exalted performance, RBI entrusted the Bank as its
agent for performing the general banking business of the Central Govt., especially
in maintaining currency chest and collection of taxes.

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In recognition of its excellent customer service, fair business practices, overall
operational efficiency, overall performance, etc the bank has been felicitated by the
following awards during the last few years:
Asian Banking Awards – 2004
India’s Fastest Growing Bank – Business Standard
The Best Bank – Rediff.com & PWC Survey
Excellence Award – Institute of Economic Studies
Ranked as No. 1 on Safety Parameters – Business Standard Survey
Ranked as No. 2 on Profitability front - Business Standard Survey
Jamnalal Bajaj Uchit Vyavahar Puraskar 2002 – Council for Fair Business
Practices dated 26th March 2003.
Best Private Sector Bank Award – Financial Express. Presented by Dr. Bimal
Man, Governor Reserve Bank Of India on 4th April 2003.
Best Universal Bank Award – Financial Express, Presented by Dr. Bimal
Man, Governor, Reserve Bank of India on 4th April 2003. Rating Agency – “
DUN & BRADSTREET”
Asian Banking Award 2011 for the Customer Convenience programme
Asian Banking award – 2013 for its “ Development Project Financing
Programme” , contributing significantly development of tourism Industry
of the Jammu & Kashmir.

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PRODUCT & SERVICES
 Travelers Cheques
 Credit Card
 Home Loan
 Personal Loan
 Foreign Currency Cash
 Foreign Currency Demand Drafts
 Cheque Deposits
 Remittances
 Trade Services
 Mutual Funds
 Insurance
SWOT ANALYSIS OF J&K BANK
STRENGTHS
 Support of various promoters
 High level of services
 Knowledge of Indian Markets
 Brand name

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WEAKNESSES
 Minor hindrances
 Lags modernization
OPPORTUNITIES
 Growing Indian banking sector.
 People are becoming more service oriented in the global market.
 Adding new Branches and ATMs.
THREATS
 From various competitors:- Foreign bank-govt. banks
 Future market trends.
 Employees strike
VISION:
“To catalyse economic transformation and capitalise on growth”.
Our vision is to engender and catalyse economic transformation of Jammu and Kashmir and
capitalise from the growth induced financial prosperity thus engineered. The Bank aspires to
make Jammu and Kashmir the most prospers state in the country, by helping create a new
financial architecture for the J&K economy, at the centre of which will be the J&K Bank.
Mission:
Our mission is two-fold: To provide the people of J&K international quality financial service
and solutions and to be a super-specialist bank in the rest of the country. The two together
will make us the most profitable Bank in the country.
.

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Peter C. Verhoef (2003) Scholars have questioned the “effectiveness of several customer
relationship management strategies”. The author investigates the differential effects of
customer relationship perceptions and relationship marketing instruments on customer
retention and customer share development over time. Customer relationship perceptions are
considered evaluations of relationship strength and a supplier’s offerings, and customer share
development is the change in customer share between two periods. The results show that
affective commitment and loyalty programs that provide economic incentives positively
affect both customer retention and customer share development, whereas direct mailings
influence customer share development.
Wang and Lo (2004) found that “CRM model is based on two perspectives”. The first one,
measures the factors related to customer behaviour such as: repurchasing, cross and up selling
and customer acquisition rate, and the second one measures the relationship quality, such as
customer satisfaction and customer loyalty (Wang and Lo, 2004). Data were collected from
400 randomly selected customers of two security china’s company. According to the
emphasizing customer equity-base view, findings explores that emotional and functional
behaviour of customers has positive impact on customer satisfaction and customer
satisfaction has positive effect on customer behaviour based CRM. Finally, the result of this
study shows that customer behaviour based CRM have a positive effect on customer and
brand loyalty.
E.W.T. Ngai, (2005) To review the “academic literature on customer relationship
management (CRM)”, provide a comprehensive bibliography and propose a method of
classifying that literature A range of online databases were searched to provide a
comprehensive listing of journal articles on CRM. Six hundred articles were identified and
reviewed for their direct relevance to CRM. Two hundred and five articles were subsequently
selected. Each of these articles was further reviewed and classified. The review and
classification process was independently verified. All papers were allocated to the main and
sub‐categories based on the major focus of each paper.
Adrian Payne, PennieFrow (2005) In this article, the authors develop a“ conceptual
framework for customer relationship management (CRM)” that helps broaden the

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understanding of CRM and its role in enhancing customer value and, as a result, shareholder
value. The authors explore definitional aspects of CRM, and they identify three alternative
perspectives of CRM. The authors emphasize the need for a cross-functional, process-
oriented approach that positions CRM at a strategic level. They identify five key cross-
functional CRM processes: a strategy development process, a value creation process, a
multichannel integration process, an information management process, and a performance
assessment process.
Kumar, V. (2010), “Customer relationship management (CRM)” refers to building one-to-
one relationships with customers that can drive value for the firm. This manuscript discusses
proven CRM strategies that companies can use as means of effective customer management
(CM). The continuing evolution of CM is made possible by understanding the interactive
relationships that develop between firms and customers and among customers themselves.
Firms will increasingly be able to customize marketing messages to larger target audiences
on the basis of the customer's expected response and the customer's value to the firm.
Cabãu Liviu-Gabriel (2012) this article is considered to be a “landmark in both academic
and business area, regarding the Customer Relationship Management (CRM)”. Based on
previous research found in the literature, the paper aims to clarify the concept of CRM.
Critical research results are reflected in the formulated responses on the following aspects of
CRM: CRM context, CRM definition, CRM importance and objectives, CRM failure and
CRM research. Finally, the article presents the main findings and some conclusions related to
the current research.
Thomas Dotzel, Venkatesh Shankar and Leonard L Berry. (2013) this research “evaluates
the effect of customer relationship management (CRM)” on customer knowledge and
customer satisfaction. An analysis of archival data for a cross-section of U.S. firms shows
that the use of CRM applications is positively associated with improved customer knowledge
and improved customer satisfaction. This article also shows that gains in customer knowledge
are enhanced when firms share their customer-related information with their supply chain
partners.

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OBJECTIVES OF THE STUDY
There are some purposes for the project studied. The main purpose of this project studied is
to find out the relationship between the customers and the employees so as to know the
customer satisfaction. It is tried to study what strategy the company has adopted for customer
satisfaction and how people are satisfied from the service.
There are some following objectives of the project:
1. To find out the problem resolution of customers in J&K bank .
2. To study the services availing in J&K bank.
3. To know the customer satisfaction in J&K bank.
SIGNIFICANCE OF THE OBJECTIVES
If we are going to prepare any project on any topic then the very first thing which we have to
decide are the objectives of the project which we are going to study. Without deciding
objectives nobody can prepare the project report and it is also impossible to study the project.

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ResearchMethodology is a way to systematically solve the research problem.
Research methodology comprises of two words: Research & Methodology.
Researchis defined as human activity based on intellectual application in the investigation of
matter. The primary purpose for applied research is discovering, interpreting & the
development of methods & systems for the advancement of human knowledge on a wide
variety of scientific matters of our world & the universe.
Research may be defined as the careful investigation or inquiry especially through
search of new facts in any branch of knowledge. In short, it comprises defining a
refined problems formulating hypothesis or suggested solution: collecting, organising
& evaluating data, making deductions and research conclusion & lastly carefully
testing the conclusion to determine whether they fit the hypothesis.
Methodology can be defined as;
1. The analysis of the principles of methods. Rules & postulates employed by a disciplined
2. The systematic study of methods that can be or have been applied within a discipline
3. A particular procedure or set of procedures.
RESEARCHDESIGN:
Research design can be thought of as the structure of the research – it is the glue that holds all
the elements in a research projects together. We often describe a design using a
concise notation that enables us to summarise a complex design structure efficiently.
Considering the objectives of the study, simple survey was conducted and accordingly
analysis of information was made. Exploratory research design is used in present
study.
SOURCES OF DATA:-
Primary data: This data was collected directly from respondents by personal interview
through questionnaire.
Secondary data: Secondary data is the data, which already exists and was collected for some
other purpose. The secondary data is basically collected from websites, Books, Magazines
and Journals.

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SAMPLE SIZE:-
Sample size refers to the total no. Of respondents targeted for collecting the data for research.
The sampling size of my study is 100 respondents (from Kashmir).
SURVEY METHOD:-
The related data or information was obtained by personal administration
through questionnaire i.e. personalsurvey.
· Questionnaire
· Personal interview
SAMPLE UNIT:-
Single most unit of the population, it may be single person or group of persons,
from whom questionnaire will be filled till target is fulfilled. The sampling unit
in this report are individual J&K Bank customers.
SAMPLING METHOD:-
Non probability
TOOLS AND TECHNIQUES OF DATA COLLECTION:-
· Questionnaire
· Personal interview
·
TOOLS OF DATA ANALYSIS AND PRESENTATION:-
To analyse and presenting the data, following tools were used:
Tables: This was used as a tool to present the data in tabular form.
Percentages and Pie Chart: These tools were also used for analysis of data.

31. 31

32. 32
Question1:- Since when you are having accountin your current bank.
Interpretation:-
The above graph shows that 32% of total respondents are having their a/c with J&K Bank for
more than 4 years, 28% are for 2-3 years and 16% for both 1-2 year and 3-4 years. Thus, it
shows that J&K Bank is doing well and is able to retain its customer through its various
attractive services.
Less than 1 Year
8%
1-2 yr
16%
2-3 yr
28%3-4 yr
16%
more than 4 year
32%
Age Response
Less than 1 year
1-2
2-3
3-4
More than 4 year
8
16
28
16
32

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Question2:- Pleaseticks the services youavail of your current bank?
Interpretation:-
We can infer from this figure that a large no of 39% respondents are having the core facility
of the bank i.e. saving a/c and 22% are also using credit card of the bank. All the other
facility such as demat a/c, current a/c, loan and internet banking is being used by very small
portion of respondents of 5%, 6%, 5% and 11% respectively. A drawback can be easily
identified that none of the respondents are using mobile banking facility, thus, J&K Bank
should come up with many attracting features to encourage mobile banking.
SavingA/c
39%
Fixed Deposit
12%
Credit card
22%
Loan
5%
Current A/c
6%
Internet banking
11%
Demat A/c
5% Mobilebanking
0%
Services Response
Saving A/C 39
Fixed Deposit 12
Credit Card 22
Loan 5
Current A/C 6
Internet Banking 11
DE mat A/C 5
Mobile Banking 0

34. 34
Question3:- Rate the following services ofyour current bank from 1- 5?
Interpretation:-
The above graph shows that ATM services, credit card, bank a/c and especially locker facility
is rated high most by large no. of respondents. Locker facility is generally not considered by
most of the customers but J&K Bank is doing well in this category, thus, it should be
strengthening this facility and should make available to large customers. Internet banking,
mobile banking and demat a/c are rated lower by many respondents, thus, company should be
extending its strength to this new generation facilities.
0
2
4
6
8
10
12
14
Loaning Bank A/c ATM
services
Internet
banking
Mobile
banking
Credit card Demat
facility
Locker
facility
5
4
3
2
1

35. 35
Question4:- Please rate your satisfactionlevelin your current bank?
Interpretation:-
The most important aspect for any organisation is to be rated high on satisfaction level by its
customers. Here, the graph reflects that 68% of respondents are satisfied with J&K Bank and
even 16% are highly satisfied. Only 12% are dissatisfied and the best part is that none of the
respondents felt highly dissatisfied with the services of the bank. Thus, company should also
focus on this 12% dissatisfied because dissatisfaction leads to increase in dissatisfied
customers.
Highly satisfied
16%
Satisfied
68%
Average
4% Dissatisfied
12%
Highly dissatisfied
0%
SatisfactionLevel Response
Highly Satisfied 16
Satisfied 68
Average 4
Dissatisfied 12
Highly Dissatisfied 0

36. 36
Question5:- Do you have any complaints regarding your bank?
Interpretation:-
It can be clearly see that 56% of respondents do have complaints regarding bank besides they
are satisfied with bank and only 44% feels that they would not complain regarding services of
the bank. It generally happens when customers do have complaints and do not want to switch
to other service provider due to their loyalty towards the bank. They want to stay with the
bank and desire to get resolution to their problems. Therefore, J&K Bank should effectively
handle the complaints of its customers to make them satisfied and un-complained.
1
2
14%
86%
Complaints response
NO
Yes
86
14

37. 37
Question6:- Please rate the area where you have complaints .
Interpretation:-
Here, 31% of the respondents believe that they do not get their service on time and there
happens delays in delivery of services. Waiting time is always unproductive for customers as
well as bank because it is also loss of opportunity and may also lead to switching of
customers to competitors. Among all the respondents, 21% feels that the employees of the
bank do not proactively response their queries and complaints and 13% of respondents have
also experienced that employees were rude to them while interacting. These two aspects are
related to behaviour of employees that may influence a customer to be loyal and may also
spoil the long term relationship with the bank in a while. Thus, the bank should conduct some
soft skill training to make the employees behave with customers in a good manner. Moreover,
19 % responses were about insecurity in digital banking such as internet and mobile banking
and that is why most customers do not use these facilities. Thus, J&K Bank should come up
with good secure system and ensure the security and should convey the same to its customers
effectively in taking their confidence.
Rude behavior of
employee
13%
Unresponsiveness
of employee
21%
Delay in service
delivery
31%
Non-upgraded
services
4%
Disruption in
service
9%
Wrong transaction
3%
Insecureservices
(mobile, internet
banking)
19%
Rude Behaviour Of Employees 13
Unresponsiveness ofemployees 21
Delayin services delivery 31
Non-upgraded services 4
Disruption in service 9
Wrong transaction 3
Insecure services(mobile, internet
banking)
19

38. 38
Question7:- How would you rate the behavior of employees in your
current bank.
Behavior Response
Excellent 12
Good 48
Average 28
Bad 12
Worst 0
Interpretation:-
The graph shows the employees behaviour that impacts a lot on business of any organisation.
It can be inferred from the data analysis that J&K Bank is doing very well in terms of
services but they value is getting destructed by its employees unproductive behaviour, here,
48% of the respondents feel that the behaviour of employees was very good and 0% also feel
that they were worst. On the other hand, 12% of respondents have selected excellent and bad
by 12% of participants on the behaviour issue of J&K Bank. Thus, there is emergence to
work on employee behaviour if, the bank wants to improve in the future. It should invest in
training program of its employees and make them know the worth of customers.
1
2
3
4
48%
12%
28%
12%

39. 39
Question8:-Do you think that you are given personalizedtreatment by
your bank.
Interpretation:-
The above graph is to chart the differentiation between normal and valuable customers. It is
good for J&K Bank that 56% of respondents think that they are treated in personalized way
by the bank and they are given treatment as per their worth in the bank.
56%
44%
Pers. Treatment Response
Yes 56
No 44

40. 40
Question9:- Do you use any loyalty schemes ofthe bank, if yes then please
mention.
Interpretation:-
The above figure is to show the loyalty schemes avail by various customers, here, 64% of
respondents do not avail any loyalty scheme and bronze is 16%, silver is 8% and gold is 12%
availed by the respondents. But, none of the respondents use platinum card scheme. Thus,
J&K Bank should come up with many such loyalty schemes that help in identifying and
retaining most valuable customers of the bank.
no
64%
bronze
16%
silver
8%
gold
12%
platinum
0%
Loyalty Scheme Response
No 64
Bronze 16
Silver 8
Gold 12
Platinum 0

41. 41
Question10:- Would you like to use more products and services ofyour
current bank in future.
Interpretation:-
The graph is to show the potential customers of the bank that in future the bank can cross sell
or up sell to these customers. It is very good for the bank that 72% of the respondents would
like to avail more products and services of J&K Bank. Thus, the bank should come with more
innovative, attractive, and affordable products and services in future to target these potential
cum loyal customers.
Response
Yes 72
No 20
May be 8
yes
72%
no
20%
may be
8%

42. 42
Question11:- Would you like to recommend this bank to your family &
friends.
Interpretation:-
The most important and pleasing graph of this study is to see whether customers are as
satisfied to recommend this bank to someone else. It shows that 60% of the respondents
would definitely recommend this bank to the known. Among the whole respondents, only 4%
would never recommend that shows their dissatisfaction and 12% said directly no. Therefore,
the company should focus on improving the behaviour its employees to convert these 12%
and 4% respondents into satisfied customers that will not only give their future business to
the bank but also do positive word of mouth that is the best communication tool used by any
company.
Definitely
60%
yes
24%
may be
0%
no
12%
never
4%
Recommendations Response
Definitely 60
Yes 24
May be 0
No 12
Never 4

43. 43

44. 44
FINDINGS
1. The customers of the J&K Bank are loyal towards the bank.
2. Most of the customers in J&K Bank are having the core facility of the bank i.e., saving a/c.
3. Maximum no. of customers of J&K Bank are satisfied with the bank but not highly
satisfied.
4. Some of the customers are having complaints with the bank.
5. Some customers are having the complaint of delay in services.
6. Some of the customers of the bank think that the employees have bad behaviour towards
the customers.
7. Most of the customers are loyal towards the bank & are satisfied with the bank.

45. 45
SUGGESTIONS AND RECOMMENDATIONS
1. J&K Bank should also focus on the other services like providing loan, internet banking,
mobile banking, etc.
2. The employees of J&K Bank should change their behaviour otherwise they will lose their
customers.
3. J&K bank should provide quick services to the customers. For that they have to either
change their staff or provide training to their employees.
4. Since the customers are loyal towards the bank, so they should also be loyal towards them.
RECOMMENDATIONS:-
1. Bank should hire professional people from the local community they are trying to serve to
improve understanding and performance, also increased comfort levels and trust for
customers. Attractive salaries and benefits can motivate employees to perform their duties
well.
2. Bank should focus on measuring current business volumes in branch/geographic
penetration, to help predict future value/growth patterns; in branch marketing research, to
ensure understanding of customers’ satisfaction levels, service expectations, customer
loyalty etc. and tracking the success of advertising and PR and transfer learning into
future campaigns.
3. Measurement is a key to the understanding, learning and improvement customer
experience. Banking sector management needs actively to articulate the need for an
improved and consistent customer experience and branch managers should localize this
approach and coach their staff to deliver it.
4. Banks should use customer friendly technology – which their customer can use and
brings value in their life.
5. Banks should recognize the diversity of experience and needs of different customers.
6. Banks need to develop the propositions both relevant and practical, but not too complex.
7. Banks should get support from local media, newspapers and magazines to build
commitment and trust in the community and to reflect values and aspiration of local
community in services and products.

46. 46
CONCLUSION
Although all banks recognize the need for CRM, not every bank is implementing the
complete CRM concept. The way CRM has been implemented thus far seems to depend
heavily on the current balance between the discretionary and advisory services that the bank
provides.
Customer Relationship Management is beneficial for all stakeholders: customers, employees,
and investors. It is being used large or small banks in India as well as abroad. Due to
privatization, deregulation, and globalization competition has increased.
J&K Bank has implemented CRM to some extent, but still is on the initial stage. It has
invested a lot of money in implemented various IT based solution to make its banking
operations more easy, convenience for its customers but in terms of its customer dealing, it
needs to more to make its customers satisfied.
J&K BANK has got more positive and favourable response from the respondents and
especially in case of recommendation by customers to his/her family members where it has
higher positive response. Therefore, the company should focus on improving the behaviour
its employees to convert these 12% and 4% respondents into satisfied customers that will not
only give their future business to the bank but also do positive word of mouth that is the best
communication tool used by any company. None of the respondents use platinum card
scheme.
LIMITATIONS OF CRM
1. Time constraint is unavoidable limitation of my study.
2. Financial problem is also there in completing this project in a proper way.
3. As no work has been done earlier in this regard so scarcity of secondary data is also
there.
4. Inadequate disclosure of information is also the problem.
5. Lack of mentor during my study.

47. 47
QUESTIONNAIRE FOR CUSTOMERS
Dear respondent,
I, ADIL HUSSAIN BHAT, student of MBA 3RD Sem at CTIMIT, Jalandhar, is doing a
survey on “CUSTOMER RELATIONSHIP MANAGEMENT IN J&K BANK ”. Please
spare your valuable time for filling this questionnaire.
PART A
NAME___________________ ADDRESS__________________
GENDER Male Female
AGE GROUP 15-25 25-40 40-50 Above 50
OCCUPATION Student Govt. employee Businessman
PART B
Q.2 Do you have an account in J&K bank?
Yes
No
Q3.Since when you are having account in your current bank?
Less than 1 year
1-2 year
2-3 year
3-4 year
More than 4 year
Q.4. Please ticks the services you avail of your current bank?
Demat a/c Mobile banking
Internet banking Current a/c
Fixed deposit Credit card
Saving a/c

48. 48
Q.5.Rate the following services of your current bank from 1- 5?
Loaning bank a/c Mobile banking
ATM services Internet banking
Mobile banking Credit cards
Demat facilities Locker facilities
Q.6. Please rates your satisfaction level in your current bank?
Highly satisfied Dissatisfied
Satisfied Average
Highly dissatisfied
Q7. Do you have any complaint regarding J&K bank?
Yes
No
Q8.Please ticks the area where you have complaints?
Insecure services Long tractions
Disruption in services Long operated services
Rude behaviour of employees Unresponsiveness of employees
Delay in services delivery
Q9. Do you feel that your complaints are resolved effectively?
Yes
No
Not sure
Q.10.You was satisfied with resolution on your previous complaints?
Agree
Disagree
Strongly agree
Strongly disagree
Can’t say

49. 49
Q.11 How would you rate the behaviour of employees in your current bank?
Excellent
Good
Average
Bad
Worst
Q.12. Do you think that you are given personalized treatment by your bank?
Yes
No
Q.13. Do you use any loyalty schemes of the bank if yes, then mention?
Gold
Platinum
Silver
Bronze
No
Q.14. Would you like to use more products & services of your current bank in future?
Yes
No
May be

50. 50
Q.15. Would you like to recommend this bank to your family & friends?
Yes
No
May be
Never
Definitely

51. 51
REFERENCES
1. Kumar, V. 2010.Customer Relationship Management .Wiley International Encyclopaedia
of Marketing. Georgia State University, Atlanta, GA, USA, Published Online: 15 DEC 2010.
2. Peter C. Verhoef (2003) Understanding the Effect of Customer Relationship Management
Efforts on Customer Retention and Customer Share Development. Journal of Marketing:
October 2003, Vol. 67, No. 4, pp. 30-45.
3. Adrian Payne, Pennie Frow (2005) A Strategic Framework for Customer Relationship
Management. Journal of Marketing: October 2005, Vol. 69, No. 4, pp. 167-176.
4. Thomas Dotzel, Venkatesh Shankar and Leonard L Berry. (2013) Service Innovativeness
and Firm Value. Journal of Marketing Research 50:2, 259-276.
5. E.W.T. Ngai, (2005) "Customer relationship management research (1992‐2002): An
academic literature review and classification", Marketing Intelligence & Planning, Vol. 23
Iss: 6, pp.582 – 605
6. Cabãu Liviu-Gabriel (2012) Article provided by Ovidius University of Constantza,
Faculty of Economic Sciences in its journal Ovidius University Annals, Economic Sciences
Series.2 (December)
Pages: 637-642
7. Wang, Y., Lo, H. P., (2004). An integrated framework for customer value and customer-
relationship management performance: a customer-based., perspective from China. Managing
Service Quality, 14:2/3, 169-182

52. 52
WEBSITES:
 www.jkbank.net
 www.jkbank.co.in
 www.google.com
BOOKS
1. Customer Relationship Management: Kristin Anderson, Carol Kerr McGraw Hill
Professional, 22-Sep-2001 - Business & Economics - 164 pages
2. Customer Relationship Management (CRM)
Roger Baran , Christopher Zerres , Michael Zerres pages-21.
3. A Business Guide to Customer Relationship Management 1st Edition
by Jill Dyche.
4. Essentials of CRM: A Guide to Customer Relationship…
Bryan Bergeron.