Abstract: This study explores digital relationship strategies within the Indian banking sector through a comparative analysis of E-Customer Relationship Management (E-CRM) practices between nationalised and private banks in Bhopal District. The research emphasizes mobile banking services, call centre services, and customer perceptions of E-CRM. Data were collected from 400 respondents (200 from nationalised banks and 200 from private banks) through a structured questionnaire. Quantitative analysis including descriptive statistics, t-tests, and regression was conducted. Findings indicate that private banks outperform nationalised banks in digital responsiveness, mobile app functionality, and customer service via call centres. However, nationalised banks maintain stronger credibility and trust among customers. The study provides strategic recommendations for both bank categories to enhance mobile and call centre E-CRM performance.

Keywords: E-CRM, Digital Relationship, Mobile Banking, Call Centre Services, Customer Perception, Bhopal District.