The success of the Retail Banking depends on how the products and services are delivered to the customer. Delivery effectiveness in physical channels is determined more by the persons who are delivering the services.
The three important human interventions in physical channels are
(i) Internal Customer - Staff of the Branch
(ii) Specialised Marketing Personnel
(iii) Direct Selling Associates (DSAs).
In many of the public sector banks, retail banking is carried on only as a separate departmental activity and not as a Strategic Business Unit (SBU).
DEDICATED MARKETING MANAGERS
DIRECT SELLING AGENTS (DSAS)
Reputation Risk is always a threatening factor in the DSA model
DSAs focus on pure selling by pushing the products than effective marketing after verifying the needs of the customers and their actual requirements.
SALES THROUGH TIE UPS
Banks enter into tie ups with the following agencies for extending different types of loans.
Even educational loans are disbursed on a tie up basis. Banks set up special counters during the admission season in reputed educational institutions and offer education loans based on merit.