A Study on Role of Customer Relationship Managemen in Rural Cooperative Bank in Madurai District

Abstract

In India, the banking business is become more and more complex and tremendously changes from the liberalization and globalization. Rural development is the process of improving the quality of life and economic well being of people living in rural areas. In past decades, the government has taken initial steps of accelerating the rural areas development and welfare activities. The opening of new bank, the customer creation is very important one and develops to maintain the relationship is difficult. Customer relationship management is helpful to remove these difficulty in various aspect of services provided to the people. CRM facilitates the cooperative banks to provide one to one services and also maintain the transactions security of the customers. The main purpose of CRM in cooperative banking sector is to create and keep customer and view the entire banking transactions as consisting of highly integrated effort to create and satisfy the customer needs. A customer satisfaction is silent advertiser of cooperative banks product. In this study, the researcher has analyze the customer satisfaction of cooperative banking services in rural areas and what they are expecting form cooperative banks etc. It helps to bring out the results related to benefit cooperative banks to build better CRM services to rural areas. CRM facilitates the cooperative banks to provide one to one services and also maintain the transactions security of the customers.