LIMITATIONS AND FUTURE RESEARCH

Limitations of scope with respect to sample sur­vey, sampling area, sample size, types of banking services setup and number of external variables considered exists. Public bank officials had apa­thetic view in the survey because of overburden­ing of tasks and could not spare adequate time for responding to questionnaire.

Future research can aim to widen the scope of research in terms of the widening the sample size, geographic area. Some further studies can be carried out on Likert scale to design the fac­tors associated with the effectiveness of CRM System and Cross Selling in changing Banking Scenario. Future studies can also be consider for some more external variables related to CRM tools and its measurement in cross selling for increas­ing the external validity and clinical significance of research.

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This work was previously published in International Journal of Customer Relationship Marketing and Management (IJCRMM), 4(2); edited by Riyad Eid, pages 51-76, copyright 2013 by IGI Publishing (an imprint of IGI Global).