Direct Selling Agents and Their Impact on Home Loan Services: A Case Study of Punjab

Abstract

This research paper examines the role of Direct Selling Agents (DSAs) in the home loan services sector, focusing on the state of Punjab, India. The study investigates the impact of DSAs on various aspects of home loan services, including customer acquisition, loan processing efficiency, and overall market penetration. Through a mixed-methods approach combining quantitative data analysis and qualitative interviews, the research provides insights into the effectiveness of DSAs in the Punjab home loan market. The findings suggest that DSAs play a crucial role in expanding the reach of home loan services, particularly in semi-urban and rural areas of Punjab. However, the study also identifies challenges and potential areas for improvement in the DSA model. The paper concludes with recommendations for financial institutions and policymakers to optimize the use of DSAs in the home loan sector.