A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN REGIONAL RURAL BANKS OF KERALA

Abstract

Today, the banking sector is confronting tough challenges, specifically in the regional rural areas. Banks need to make efforts to sustain its growth and development within its focused industry market. Monitoring customer relationships is an imperative factor for the accomplishment of goals of the organization over the long term. Customer Relationship Management (CRM) is a technique that can assist banks in establishing potential relationships with their customers and increase their benefits through the viable customer relationship management system. This paper has focused on CRM practices are essential for enhancing customer satisfaction and retention within the regional rural banks of Kerala. This study has utilized 211 samples from selected regional rural banks from different parts of Kerala. Data was collected for the study by using questionnaire. The statistical tools such as Anova and SEM were applied to this study to analyze and reveal the effectiveness of Customer Relationship Management in selected regional rural banks of the study area.