Role of CRM and Brand equity in building trust a study of the Indian private sector bank

Abstract

Financial Products and services are invisible, intangible and commoditized. Sometime complexities of the non vanilla products is such that the returns. Thare is lack of transarency or awareness which leads to insecurity. Certain Products are sold with a certain calculation assurance based on past trends or data where the customer hopes that the institution would honor the commitment. There are pages and pages of terms and conditions which rarely the customer reads and questions. All this requires a certain level of trust. newline