V3I1P70

A Study on Customer Relationship and Mutual Fund Advisory Services at UTI Mutual Fund

Prajwal G Kulkarni^1*, Akleesha Afsana Ahmed², Rakshith M³

Abstract

This study focuses on analysing the role of customer relationship management and mutual fund advisory services at UTI Mutual Fund. The research examines how effective client engagement, personalized investment advisory, and transparent communication contribute to investor satisfaction and trust. A structured questionnaire was used to collect data from 70 respondents, including employees, interns, and customers associated with UTI Mutual Fund. The findings reveal that while a majority of investors are aware of mutual funds and invest with defined financial goals, challenges such as fear of loss, lack of awareness, and operational issues in KYC and onboarding still persist. The study emphasizes the importance of relationship managers, investor education, and digital transformation in strengthening client relationships. Recommendations include improving digital KYC systems, enhancing advisory personalization, and conducting awareness programs to build long-term investor confidence. Overall, the research highlights that efficient advisory services and strong relationship management are key drivers for sustainable growth in the mutual fund industry.

Keywords:

Customer Relationship Management, Mutual Fund Advisory, Investor Satisfaction, Financial Awareness, Risk Tolerance, Digital KYC, Relationship Managers, Investor Education, UTI Mutual Fund