INTRODUCTION OF TOPIC
TOPIC
To make comparative analysis of Customer Relationship Management with respect to Recurring Deposit Account of SBI and ICICI.
INTRODUCTION
Aim of Customer Relationship Management is to produce Customer Equity. Three major drivers of customer equity are:
1. Value Equity: This measures the customer perception about benefits relative to its cost. The sub drivers of value equity are quality, price and convenience.
2. Brand Equity: Customer's subjective and intangible assessment of the brand beyond the objectively perceived value. The sub drivers are customer brand awareness, customer attitude towards the brand, customer perception of brand ethics
3. Relationship Equity: Customers tendency to stick to the brand above and beyond the objective and subjective assessment of its worth .Sub drivers of relationship equity includes loyalty programs, community building programs and knowledge building program.
BASIS OF COMPARISONS
With the aim to make......
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Approximate Word Count: 10513
Approximate Pages: 41 (260 words per double-spaced page) |