Abstract:This paper investigates the effectiveness of Electronic Customer Relationship Management (E-CRM) practices in the banking sector, focusing on public and private sector banks within Bhopal District. The research aims to: (i) understand the customer profile in the study area, (ii) analyse the internet banking systems, and (iii) examine ATM services offered by both bank categories. A structured questionnaire was administered to 400 respondents200 from nationalised banks and 200 from private banks. The study evaluates E-CRM dimensions including service quality, responsiveness, personalization, security, technological ease of use, and communication. Descriptive statistics, independent/paired t‑tests, correlation, and regression were employed. Private banks significantly outperform nationalised banks in digital responsiveness, personalization, and technological sophistication, while nationalised banks remain strong in customer trust, reliability, and security. Hypothesis testing confirms a significant gap between the perceived and desired levels of E‑CRM across bank types. Managerial recommendations are proposed to enhance digital service quality, integrate personalized experiences, and align technological innovations with customer expectations.

Keywords: E-CRM, Banking Sector, Customer Satisfaction, Public Banks, Private Banks, Internet Banking, ATM Services, Bhopal District.