Use of Qualitative Research Approaches in Area of Banking and Customer Relationship Management: A Review of Existing Literature

Abstract

Qualitative research approach which is also known as word-based analysis is used when researcher need in depth information about a phenomenon. It is basically learning about the people’s perspective about the world. This review paper is about the use of qualitative techniques in the area of banking and customer relationship management (CRM). It attempts to explain that how researchers have used different qualitative techniques in order to explore various dimensions of CRM. As qualitative method is used for in-depth exploration so the researchers have used these techniques to explore about new perspectives related to banking and customer relationship management. The paper discusses the literature about banking and CRM and how researchers have used qualitative techniques in their studies. Observations, in-depth interviews, case studies, multi-method qualitative research, focus group discussions are used by the researchers in this domain. These methods were suitable as most of the concepts were at their embryonic stage and in-depth exploration was required.