Usage of Alternate Banking Channels as an Effective Tool for CRM Enhancement - An Empirical Study

Sunil C V; Dr. Ashok Kumar

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25-Feb-26

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Usage of Alternate Banking Channels as an Effective Tool for CRM Enhancement - An Empirical Study

Author(s):

Sunil C V , Research Scholar,Karpagam University, Coimbatore & Asst.General Manager & Branch Head, IDBI Bank ,Ashok Nagar; Dr. Ashok Kumar, Karpagam University

Keywords:

CRM, Alternate Channels, Branchless Banking, Data warehousing, Business Intelligence

Abstract:

Banking system is an important constituent in the overall economic system. It plays an important role in mobilizing the nation’s savings and channelizing them into the high investment priorities and better utilization of the available resources. Banking system is the kingpin of the chariot in the economic progress. A sound banking system efficiently deploys the mobilized savings in productive sectors. Banking sector is dominant in India as it accounts more than half of the assets in the financial sector. Banking sector is one which has witnessed tremendous changes in its day to day affairs due to the advanced technology. Alternate banking channels are the results of advanced technology which leads to the branchless banking concept. It is becoming a vital component in delivery of banking services to the customers. These channels are used for delivering financial services without relying on the bank branches. Branchless Banking is the order of today & tomorrow. It is a strategy used for delivering the financial services or products without relying upon the bank branches. Branchless banking is considered to be a cost saving method. While this strategy may complement an existing bank branch network for giving customers a broader range of channels through which they can access the financial services. Branchless banking can also be used as a separate channel strategy that entirely forgoes the bank branches. Primary data was collected using specially designed structured questionnaire from 100 bank account holders selected using the convenience and judgmental sampling. While selecting the samples, it was ensured that all the segments had given equal importance to get the real output.