Journal ID : AMA-20-02-2023-12035
[This article belongs to Volume - 54, Issue - 02]
Total View : 390

Title : Impact And Significance of CRM in Rural Banking – A Comprehensive Study

Abstract :

Customer relationship management (CRM) is a key strategy for rural banks to improve their customer service and increase customer satisfaction. In rural areas, where access to financial services is limited, rural banks play a crucial role in providing financial services to the rural population. CRM systems can help rural banks better understand their customers and provide tailored services, thereby increasing customer loyalty. The main goal of this paper is to review the role of CRM in rural banking and to discuss the recent trends and developments. CRM is a strategy and process that aims to understand, predict and manage the needs of customers in order to improve their satisfaction and loyalty. Rural banking, on the other hand, refers to the delivery of financial services to rural areas and is an important aspect of rural development. This study focuses on the challenges rural banks face in managing their customer relationships, the benefits of CRM for rural banks, and the recent trends and advancements in rural banking. The literature review section presents a comprehensive overview of the existing research on CRM in the banking sector. Regional rural and Co-operative banks are exclusively located in rural areas and are controlled by a small number of employees; they also provide good services within their capacity, but their CRM implementation is less effective than that of other banks. In order to retain and acquire the banking customer, the top management must collaborate with their staff to improve their services by providing information in local/regional languages and addressing complaints in a timely manner. In addition, the Reserve Bank of India (RBI) is considering a new way to provide customers with the option of portability of their bank account from one bank to another for better services. It is time for upper management to introduce new technological initiatives in order to serve customers more effectively and efficiently.

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