A Study On Relationship Marketing In Indian Rural Banking Industry

Abstract

This research paper aims to investigate the application and effectiveness of relationship marketing strategies in the context of the Indian rural banking industry. The study explores how relationship marketing practices influence customer satisfaction, loyalty, and overall business performance within the unique socio-economic and cultural landscape of rural India. Through a comprehensive analysis of primary and secondary data, the paper seeks to provide insights into the challenges and opportunities associated with implementing relationship marketing strategies in rural banking.