Abstract
This study explores the impact of Customer Relationship Management (CRM) in cooperative banks, particularly in rural areas where such banks play a vital role in supporting agricultural and small-scale economic activities. Cooperative banks are integral to rural development, providing financial services like loans, deposits, and credit facilities while fostering trust among customers. CRM, as a strategic initiative, is crucial for retaining customers and enhancing satisfaction, especially in the competitive banking environment.
The study examines CRM practices in cooperative banks, focusing on customer expectations, satisfaction, and service improvements post-demonetization. Using both primary and secondary data, the research gathered insights from 150 customers across Kerala through questionnaires and interviews. The findings reveal that CRM significantly impacts customer trust, service quality, and loyalty.
Despite certain limitations, such as reliance on respondents' memory and challenges with illiterate participants, the study provides valuable recommendations for cooperative banks to develop innovative CRM measures, improve service offerings, and maintain strong customer relationships.
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