International Journal of Research in Finance and Marketing
Year : 2014, Volume : 4, Issue : 1
First page : ( 54) Last page : ( 65)
Online ISSN : 2231-5985.

Role of marketing in commercial banks - An appraisal of customers’ views

Dr. Sharma Renu

Assistant Professor, S.D. College, Ambala Cantt

Online published on 5 June, 2014.

Abstract

The financial markets have undergone a drastic change over past few years as people got more and more aware of their financial interests. The financial institutions are getting into new business ventures through mergers and acquisitions. They are offering more diverse services with an aim to retain the existing customers. The customers want online access to avail faster and more efficient ways of doing business. Now, as there is a high level competition among the banks set in by globalization and entry of more Private and Foreign banks. So, in such a scenario, the banks need to adopt a professional marketing strategy to ensure customer satisfaction and their own survival and growth.

This paper examines and measures the efforts and effects of marketing of services on the customer satisfaction and eventually on the profitability of Commercial Banks in India. The expectation of the customers is very high and the commercial banks in India need to respond by adopting the service marketing concepts in their day to day working for their survival and growth.

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