1.1.
Introduction
Rural community development is important in developing country. Where a
large part of the population in engaged in forming constancy, a community
development have been created and used by organization involved in international
development most of these effort to promote rural community.
Rural community development encompasses a range of approaches and
activity that aim in improve the economy bank branches have significantly increase
not only in urban area but also in rural area across country. Our government now
focusing on the untapped in rural areas, which do not have saving or investment
habits.
The banking plays a crucial role in this channelization in an underdeveloped
economy like India. There are many traditional avenues of saving (such as gold land
livestock real estate and so on it help for the rural community. The bank embraces all
the activities of a bank which is engaged in any function such as receiving investing
lending exchanging serving of money and calms in other domestic and international
transaction. The tendency to act in a certain way of manner customary relating to
banking transaction is referred to banking habits to this definition on easily
understanding that what is being referred to as transaction or information banking
institution because they perform the function of modern banking institution through
an unrefined form.
A rural community is a conglomeration or amalgamation off serve village in
the country cohers majority of our people live in the rural community. Forming is the
major activity and as such A agriculture is their main sources of income other rural
activity are trading food processing wearing tolls Fabrication and poverty. these
activities provide substantial amount of income for the rural population.
So establishment of institutional infrastructure like banks, in such areas ought
to cater for their financial need by mobilizing their resources into. There by saving
and extended credits for rural dwellers there by fostering productive capacity. But a
great number of rural dwellers do not use banking facilities for a no of reasons
including the existence of informal banking institution. These informal banking
institutions like their urban counter parts engaged to a large extent in financial
interpretation some of the informal institutions includes age, grade town union local
money lenders family funds and married women association. The peculiar reasons
which endeared the rural dwellers to informal banking institution and ways of
fostering enhancing and indicating banking habits in our rural community.
Customer service in banks is a vigorous concept. With the competition in
banks furious and impetuous, it is natural for banks to compete with one another to
win over customers. In a competitive environment, not only winning new customers,
but also retaining the existing customer’s base assumes greater importance. It is much
more profitable and cost-effective to retain customers rather than getting new
customers.
A successful bank of the future will be the one that excels in customers
service and provides them a range of services and products and does a continuous
exercise in providing its potential to serve better. In a service industry like banking,
the quality of customer service holds the key to success, particularly in the context of
sustained business growth. Customer service has become the pivot on which the
strategies of competition rests. A good banking sector with a good banking habit can
accelerate the pace of development of a country. In ancient days the banker was
acting only as a moneylender and the rural mass was totally neglected. The services
rendered by banks were not adequate and prompt in those days. But in the
competitive environment of the post-liberalization era, banking sector reforms have
significantly deregulated. The business relationship between a bank and customers is
not a onetime transitory relationship, but relatively a permanent and enduring one. It
requires constant nurturing with good quality of service.
Banking is essentially a service industry wherein the services of varied nature
are being rendered to the customers and the general public. With large-scale
expansion of bank branches in the post nationalization era, customer service has been
adversely affected
A study aim of the banking scheme is to including the poorest in the financial
ambit and makes them aware and financially literate and it is promoting rural
2
development through the provision finance. They set good customer services and
cooperative from the banks which facility wider use of banking services.