Abstract

The goal of complaint management under CRM is to strengthen the customer loyalty as well as quality assurance. In the present banking system, excellence in customer service is the most important for sustained business growth. Customer complaints are part of a business life in corporate entity. Customer retention is an important factor to consider in dealing with customers and conducting business to satisfy customers. When companies deploy customer complaint logbooks, the process of complaint resolution is further enhanced. The customer complaint log book serves as a record of the complaints and recommendations of customers that when factored into policy decisions, can improve the company’s customer service operations and public image. The objective of the study was to assess the effectiveness of customer complaint handling procedures and its impact on customer retention using HDFC Bank Limited. The study therefore conducted an extensive review of related literature to put the study in a strong theoretical position and through a detailed analysis of primary data, findings and recommendations was made for adoption by the various stakeholders in the banking industry.

Key words: management , strengthen , customer ,loyalty , quality etc