Knowledge Discovery in Databases (KDD) as Tools for Developing Customer Relationship Management as External Uncertain Environment: A Case Study with Reference to State Bank of India

摘要

In the modern competitive era, the financial institutions particularly public sector banks need to develop their service quality, to gain competitive advantage, based on the knowledge discovery from the old data bases by adopting new technologies to improve their service quality for retaining the existing customers as well as to increase the domain of new customers. But, the adoption of new technology in such financial institutions becomes a challenging task due to different internal, external as well as technological uncertainties faced at the primary stages. The present paper attempts to highlight the extent of improvement in service qualities and the CRM management basing on five dimensions namely tangibility, reliability, responsiveness, assurance and empathy on the basis of a primary survey of customers of State Bank of India treating them as external uncertainty factors. We have used frequency and percentages, Mann-Whitney-Willcox U Test and Kolmogorov-Smirnov Two Sample Test for this purpose and the results shows that the customers has the major role for external uncertainties and there was a considerable gain achieved in improving the customers values by the efficient gain in CRM technology using knowledge discovery. It can be improved considering the different internal and technological factors of uncertainty.