A PROJECT REPORT ON BANK MARKETING

A PROJECT SUBMITTED TO

THE UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION

OF THE DEGREE OF BACHELOR IN COMMERCE

[BANKING AND INSURANCE]

UNDER THE FACULTY OF COMMERCE

SUBMITTED BY

CHAUHAN KINJAL ARVIND BHARTI

UNDER THE GUIDANCE OF

ASST.PROF. PRIYANKA GOSWAMI

KERALEEYA SAMAJAM DOMBIVLI’S MODEL COLLEGE

KHAMBALPADA, THAKURLI [EAST]

UNIVERSITY OF MUMBAI

MARCH 2022
 DECLARATION

I THE UNDERSIGNED MS. CHAUHAN KINJAL ARVIND BHARTI HERE BY,

DECLARE THAT THE WORK EMBODIED IN THIS PROJECT TITLED“A

PROJECT REPORT ON BANK MARKETING , FORMS MY

OWN CONTRIBUTION TO THE RESAERCH WORK CARRIED OUT UNDER

THE GUIDANCE OF ASST.PROF. PRIYANKA GOSWAMI IS A RESULT OF

MY OWN RESEARCH WORK AND HAS NOT BEEN PREVIOUSLY

SUBMITTED TO ANY UNIVERSITY FOR ANY OTHER DEGREE/ DIPLOMA

TO THIS OR ANY OTHER UNIVERSITY

WHEREVER REFERENCE HAS BEEN MADE TO PREVIOUS WORKS OF

OTHERS, IT HAS BEEN CLEARLY INDICATED AS SUCH AND INCLUDED IN

THE BIBLIOGRAPHY.

I, HERE BY FURTHER DECLARE THAT ALL INFORMATION OF THIS

DOCUMENT HAS BEEN OBTAINED AND PRESENTED IN ACCORDANCE

WITH ACADEMIC RULES AND ETHICAL CONDUCT.

CHAUHAN KINJAL ARVIND BHARTI

BACHELOR OF COMMERCE

[BANKING AND INSURANCE]

CERTIFIED BY

ASST.PROF. PRIYANKA GOSWAMI

 ACKNOWLEDGEMENT

I WOULD LIKE TO ACKNOWLEDGE THE FOLLOWING AS BEING

IDEALISTIC CHANNELS AND FRESH DIMENSIONS IN THE COMPLETION

OF THIS PROJECT.

I TAKE THIS OPPORTUNITY TO THANK THE UNIVERSITY OF MUMBAI

FOR GIVING ME CHANCE TO DO THIS PROJECT.

I WOULD LIKE TO THANK MY PRINCIPAL, DR. VINAY BOLE FOR

PROVIDING THE NECESSARY FACILITIES REQUIRED FOR COMPLETION

OF THIS PROJECT.

I TAKE THIS OPPORTUNITY TO THANK OUR COORDINATOR,

ASST.PROF.GEETA NAIR FOR HER MORAL SUPPORT AND GUIDANCE.

I WOULD ALSO LIKE TO EXPRESS MY SINCERE GRATITUDE TOWARDS

MY PROJECT GUIDE ASST.PROF.PRIYANKA GOSWAMI WHOSE

GUIDANCE AND CARE MADE MY PROJECT SUCCESSFUL.

I WOULD LIKE TO THANK MY COLLEGE LIBRARY, FOR HAVING

PROVIDED VARIOUS REFERENCE BOOKS AND MAGAZINES RELATED TO

MY PROJECT.

LASTLY, I WOULD LIKE TO THANK EACH AND EVERY PERSON WHO

DIRECTLY OR INDIRECTLY HELPED ME IN THE COMPLETION OF THE

PROJECT.

CHAUHAN KINJAL ARVIND BHARTI

 CHAPTER 1

INTRODUCTION
 Bank
Banking means the accepting for the purpose of lending or investment , of

deposit of money from the public, repayable on demand or otherwise ,

And withdrawal by cheque, draft ,order and otherwise

A bank is a financial institution that accepts deposits from the public and creates

a demand deposit while simultaneously making loans. Lending activities can be directly
performed by the bank or indirectly through capital markets.

Because banks play an important role in financial stability and the economy of a country,

most jurisdictions exercise a high degree of regulation over banks. Most countries have
institutionalised a system known as fractional reserve banking, under which banks hold

liquid assets equal to only a portion of their current liabilities. In addition to other

regulations intended to ensure liquidity, banks are generally subject to minimum capital

requirements based on an international set of capital standards, the Basel Accords.

Banking is defined as the business activity of accepting and safeguarding money owned

by other individuals and entities, and then lending out this money in order to conduct
economic activities such as making profit or simply covering operating expenses.

Banks are divided into several sorts. The following are the different types of banks in
India:

Central Bank. Cooperative Banks. Commercial Banks .Regional Rural Banks (RRB)Local

Area Banks (LAB)Specialized Banks .Small Finance Banks .Payments Banks.

 Marketing

The action or business of promoting and selling products or services, including market
research and advertising.

Marketing is the process of exploring, creating, and delivering value to meet the
needs of a target market in terms of goods and services; potentially including
selection of a target audience; selection of certain attributes or themes to
emphasize in advertising; operation of advertising campaigns; attendance at trade
shows and public events; design of products and packaging attractive to buyers;
defining the terms of sale, such as price, discounts, warranty, and return
policy; product placement in media or with people believed to influence the
buying habits of others; agreements with retailers, wholesale distributors, or
resellers; and attempts to create awareness of, loyalty to, and positive feelings
about a brand. Marketing is typically done by the seller, typically a retailer or
manufacturer. Sometimes tasks are contracted to a dedicated marketing firm
or advertising agency. More rarely, a trade association or government agency (such
as the Agricultural Marketing Service) advertises on behalf of an entire industry or
locality, often a specific type of food (e.g. Got Milk?), food from a specific area, or
a city or region as a tourism destination.
It is one of the primary components of business
management and commerce Marketers can direct their product to other businesses
(B2B marketing) or directly to consumers (B2C marketing). Regardless of who is
being marketed to, several factors apply, including the perspective the marketers
will use. Known as market orientations, they determine how marketers approach
the planning stage of marketing.
The marketing mix, which outlines the specifics of the product and how it will be
sold is affected by the environment surrounding the product the results
of marketing research and market research, and the characteristics of the
product's target market Once these factors are determined, marketers must then
decide what methods of promoting the product including use of coupons and
other price inducements
The term marketing, what is commonly known as attracting customers,
incorporates knowledge gained by studying
 the management of exchange relationships and is the business process of
identifying, anticipating and satisfying customers' needs and wants.

Bank marketing

In simple words, bank marketing is the design structure, layout and

delivery of customer-needed services worked out by checking out
the corporate objectives of the bank and environmental constraints.
Bank marketing is known for its nature of developing a unique
brand image, which is treated as the capital reputation of the
financial academy. It is very important for a bank to develop good
relationship with valued customers accompanied by innovative ideas
which can be used as measures to meet their requirements.

Customers expect quality services and returns. There are good

chances that the quality factor will be the sole determinant of
successful banking corporations. Therefore, Indian banks need to
acknowledge the imperative of proactive Bank Marketing and
Customer Relationship Management and also take systematic steps
in this direction.

Marketing Approach

The banking industry provides different types of banking and allied

services to its clients. Bank customers are mostly people and
enterprises that have surplus or lack of funds and those who require
various types of financial and related services. These customers are
from different strata of the economy, they belong to different
geographical regions, areas and are into different professions and
businesses.

It is quite natural for the requirement of each individual group of

customers to be unique from the requirements of other groups.
Thus, it is important to acknowledge distinct homogenous groups
and even sub-groups of customers, and then with maximum
precision conclude their requirements, design schemes to suit their
particular requirements, and deliver them most efficiently.

Basically, banks engage in transaction of products and services

through their retail outlets known as branches to different
customers at the grassroots level. This is referred as the ‘top to
bottom’ approach.

It should be ‘bottom to top’ approach with customers at the

grassroots level as the target point to work out with different
products or schemes to match the requirements of various
homogenous groups of customers. Hence, bank marketing
approach, is considered as a group or “collective” approach.

Bank management as a collective approach or a selective approach

is a fundamental identification of the fact that banks need customer
oriented approach.
 IDEAS of bank marketing

The Internet has drastically changed the landscape of the finance

industry over the past few years.

With so many people online, it’s never been easier for customers to
sign up for checking accounts, inquire about loans, and educate
themselves about their finances.

That’s why it’s so crucial for every bank to have a digital marketing
plan. The demand for Internet-compatible banking is
overwhelming.

Almost every large bank uses digital marketing to attract and

convert new customers.

1. Content marketing

Content marketing is the process of creating text, visual, and

interactive elements for your website.

For banks, that means providing ways for your customers to learn
about banking, as well as create, access, and control their accounts
with you.
An online interface gives your customers a greater sense of control
over their finances. While you may be using a portion of their cash
for investments, every bank customer wants to see their current
balance, deposits, withdrawals, and other important information.

And it’s not just about doing a favor for your customers — you’re
giving them the power to monitor their spending. You’re giving
them peace of mind and, to a certain extent, financial well-being.

Your bank has a tremendous opportunity to offer customers

something they can’t get anywhere else — control over their
personal finances.

So when you give customers the ability to keep an eye on their own
money, you’re helping them sleep at night.

That goes a long way in terms of customer satisfaction and

approval, which makes this marketing idea for banking invaluable.
 2. Search engine optimization (SEO)

Search engine optimization (SEO) is the process of improving your

website so Google and users can understand it better.

This means properly coding the most important pages of your site so
they show up in Google search results.

That includes using the right title tags, meta descriptions, and
HTML code to ensure Google’s algorithm can “read” and
understand your site.

Your prime pages for SEO work are likely your homepage, account
login page, and any informational pages that help users sign up for
an account with your bank.

You could also optimize pages that discuss the advantages of savings
accounts, how mutual funds work, and other services you offer.

Optimizing these pages helps you compete with the other local
banks, as well as larger banks that have dominated the American
financial landscape since the turn of the millennium.
 When you use this bank marketing idea, you have the chance to
compete for customers with large and small banks. And while you
may not have the brand recognition that the big banks do, you can
succeed by creating pages based on your local area, local businesses,
and other aspects unique to your bank.

Best of all, you can use other Internet marketing strategies in

conjunction with SEO to gain a competitive edge.

3. Pay-per-click (PPC) advertising

Pay-per-click advertising (PPC) is a paid promotion system used by

search engines and social networks that lets you draw traffic to the
best pages of your site.

In search engines, PPC results display above regular search results,

meaning you can pay to earn a better position – and more visibility
– than big banks earn organically.
This is a common strategy used by smaller companies trying to gain
an edge over a major competitor. They’ll create new content,
optimize it for search engines, and promote it via PPC to gain some
early traction with users.

The best part is that this banking idea to get new customers allows
you to maintain complete control over your budget, ad placement,
and targeting.

On search engines, PPC operates on a bid system. You and your

competitors place bids (in dollars) on certain keywords, and then the
PPC provider determines how to rank you according to what you
bid.

That means PPC is an economically-friendly way to promote your

business. You and your competitors have total control over the cost
of any keyword depending on how hard you want to fight for it.

Best of all, you don’t pay unless someone clicks your ad with this
bank promotional idea. That means you only lose money when you
have an opportunity to convert a new customer.

Plus, even if you don’t get a click from a search engine user, you can
still earn valuable brand awareness by showing up in PPC results.

Why?
 Because even though someone doesn’t click your ad now, they can
still remember your company’s name later.

4. Social media marketing

Social media marketing is the process of engaging and developing

relationships with people interested in your bank.

Like PPC, social media marketing gives you the chance to build
brand awareness and earn new customers.

Unlike PPC, social media relies on building relationships to properly

work. That means it takes a little longer to get started than PPC,
which is instantaneous.

To start, you can create free profiles on popular social networks like
Facebook, Twitter, and LinkedIn.

Then, you can start sharing content from your site to draw free
traffic — just like with organic SEO.

After you do that, you can share your page online and earn
followers from every social network.
 That lets you speak to your followers, giving your bank a more
accessible online presence and directly engaging the users most
likely to convert into account holders.

You can also use social media for customer service, replying to
compliments and criticisms as you go. That shows your followers
that you’re dedicated to their satisfaction as a tech-savvy, modern,
and trustworthy company.

5. Reputation management

Reputation management is the practice of managing online reviews

and discussions about your brand to make sure they’re as positive
as possible.

This partly takes place on social media because some outlets let your
followers review your company right on their site.

It also takes place on search engines, like Google, since they also
encourage users to review your business.

Then you also have review sites like Yelp and Yellow Pages, which
have become incredibly popular over the past decade.

The point is that at any given time, your bank could have reviews
and ratings on sites that you aren’t even aware of. Unless you’ve
actively claimed your company listings on sites like Google My
Business and Yelp, customers could be saying anything about you
and dissuading others from joining your bank.

Reputation management lets you regain control of your bank’s

public image by claiming any applicable profiles, responding to
criticisms, and thanking satisfied customers for compliments.

The same goes for any account holders who use your mobile app, if
you have one.

In the end, managing your bank’s online reputation means taking

responsibility for your bank. It shows your bank’s senses of
responsibility and integrity, too.

In other words, reputation management is the newest version of

public relations — and it’s an invaluable marketing idea for banks.
 Characteristics of Retail Bank Marketing Services

Consumer Banking Focus. Most retail banks focus on the needs of consumers versus
commercial account holders.

Internal Promotions to Cross-Sell Services.

CRM Practices.

Extended Hours, Services, Locations.

New Customer Incentives.

Strategies

Bank marketing strategies are rapidly changing.

Bank Digital Marketing

Online banking experience.

Digital media and content (everything from YouTube videos to Facebook Posts)

Advertising online through SEM or Social Media.

Online communication like chatbots, email, and SMS marketing.

Apps.
 Marketing Mix for Banking Services

The formulation of marketing mix for the banking services is the prime responsibility of
the bank professional who based on their expertise and excellence attempt to market the
services and schemes profitably.

The bank professionals having world class excellence make possible frequency in the
innovation process which simplify their task of selling more but spending less. The four sub
mixes of the marketing mix, such as the product mix, the promotion mix, the price mix and
the place mix, no doubt, are found significant even to the banking organizations but in
addition to the traditional combination of receipts, the marketing experts have also been
talking about some more mixes for getting the best result. The “People” as a sub mix is now
found getting a new place in the management of marketing mix. It is right to mention that
the quality of people/employees serving an organization assumes a place of outstanding
significance. This requires a strong emphasis on the development of personally-committed,
value-based, efficient employees who contribute substantially to the process of making the
efforts cost effective. In addition, we also find some of the marketing experts talking about
a new mix, i.e. physical appearance. In the corporate world, the personal care dimension
thus becomes important. The employees re supposed to be well dressed, smart and active.
Besides, we also find emphasis on “Process” which gravitates our attention on the way of
offering the services. It is only not sufficient that you promise quality services. It is much
more impact generating that your promises reach to the ultimate users without any
distortion. The banking organizations, of late, face a number of challenges and the
organizations assigning an overriding priority to the formulation processes get a success.
The formulation of marketing mix is just like the combination of ingredients, spices in the
cooking process.

The Product Mix: The banks primarily deal in services and therefore, the formulation of
product mix is required to be in the face of changing business environmental conditions. Of
 course the public sector commercial banks have launched a number of polices and
programmers for the development of backward regions and welfare of the weaker sections
of the society but at the same it is also right to mention that their development-oriented
welfare programmes are not optimal to the national socio-economic requirements. The
changing psychology, the increasing expectations, the rising income, the changing lifestyles,
the increasing domination of foreign banks and the changing needs and requirements of
customers at large make it essential that they innovate their service mix and make them of
world class. Against this background, we find it significant that the banking organizations
minify, magnify combine and modify their service mix.

It is essential that ever product is measured up to the accepted technical standards. This is
due to the fact that no consumer would buy a product which contains technical faults.
Technical perfection in service is meant prompt delivery, quick disposal, presentation of
right facts and figures, right filing proper documentation or so. If computers starts
disobeying the command and the customers get wrong facts, the use of technology would be
a minus point, and you don’t have any excuse for your faults.
 Chapter 2

Research methodology
Research methodology

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. In a research paper, the methodology
section allows the reader to critically evaluate a study’s overall validity and reliability.

Research may be very broadly defined as systematic gathering of data and

Information and its analysis for advancement of knowledge in any subject. Research

Attempts to find answer intellectual and practical questions through application of

Systematic methods.

A research methodology or involves specific techniques that are adopted in research

Process to collect, assemble and evaluate data. It defines those tools that are used to

Gather relevant information in a specific research study. Surveys, questionnaires and

Interviews are the common tools of research.

Research methodology is applied on two important types of research process which

Involves basic research and applied research. Basic research includes the work or

Research that has not been done before. On the other hand, applied research involves

The work that has already been done.

RESEARCH DESIGN

A research design is a systematic approach that a researcher uses to conduct a

Scientific study. It is the overall synchronization of identified components and data

Resulting in a plausible outcome. To conclusively come up with an authentic and Accurate
result, the research design should follow a strategic methodology, in line With the type of
research chosen. In this report

ABOUT THE REPORT

❖ Title of the study:

The present study is titled as “A PROJECT REPORT ON BANK MARKETING”. The

study is made with special Reference to Google

❖ Objectives of the study:

The following are the objectives of the present study.

i. To understand what is bank marketing.

ii. To study benefits of the bank marketing services to the customers.
iii. To study benefits of the bank marketing services to the bankers.
iv. To know different types of bank marketing services.
v. To explain the procedure and services of bank marketing.
vi. To identify the usage of bank marketing.
vii. To know future functionalities in bank marketing.
viii. To identify challenges in bank marketing.

❖ Hypothesis
 Ho:

H1:

❖ Data and Methodology:

Data can be defined as a systematic record of a particular quantity. It is the different

Values of that quantity represented together in a set. It is a collection of facts and

Figures to be used for a specific purpose such as a survey or analysis. When arranged

In an organized form, can be called information. The source of data (primary data,

Secondary data) is also an important factor.

For the purpose of the present study both primary and secondary data were used.

Primary Data

These are the data that are collected for the first time by an investigator for a specific

Purpose. Primary data are ‘pure’ in the sense that no statistical operations have been

Performed on them and they are original. It means someone collected the data from

The original source first hand. Data collected this way is called primary data.

Primary data has not been published yet and is more reliable, authentic and objective.

Primary data has not been changed or altered by human beings; therefore it’s validity

Is greater than secondary data. An example of primary data is the Census of India.

This study is based on primary data consists of the customers. They are original in
 Character and data are fresh and first hand information.

Secondary Data

They are the data that are sourced from someplace that has originally collected it.

This means that this kind of data has already been collected by some researchers or

Investigators in the past and is available either in published or unpublished form.

This information is impure as statistical operations may have been performed on them

Already. This data is usually in journals, periodicals, research publications, official

Records, etc. It involves less time, cost and effort. An example is information

Available on the Government of India, the Department of Finance’s website or in other

Repositories, books, journals, etc.

❖ Scope of the study:

The scope of the present study covers the use of bank marketing

❖ Limitations of the study:

For the purpose of present study both primary and secondary data were used. The

Study has got all the limitations using of primary data or secondary data because

Inferences were made based on that. The study report is limited as it is based on
 Chapter 3

Literature review
3. LITERATURE REVIEW

1. Ramaswamy & Namakumari, 2013

Marketing management means: an art and science, system, practice, process, philosophy
and a Relationship & many things more. Thus marketing is a much broader concept in
today’s business. The marketing task includes: Meeting customer needs, Empathy towards
customers, Generating Customer satisfaction, Building relationship with customer,
Engaging people, Meeting Competition and Multi dimensional complex, Dynamics.
Marketing of services is again more Complex and difficult than that of products. A service
is an act or performance offered by one Party to another. Although the process may be tied
to a physical product the performance is Essentially intangible and does not normally
result in ownership of any of the factor of Production. Services are economic activities that
create value and provide benefits for customers Of specific times and places as a result of
bringing about a desired change in or on behalf of the Recipient of service.

2. Christopher Lovelock, 2001

Service marketing is more complex and difficult than product marketing due to the
inherent Nature of services like intangibility, perishability, simultaneous, non transferable,
non storable, Heterogeneous and even the involvement of customer in the service delivery
process. These Peculiarities of services make service marketing a challenging task to
service providers. The term Financial services are those services which are directly or
indirectly connected to finance such all Types of activities which are of a financial nature
could be brought under the term financial Services. In broad sense means mobilizing and
allocating savings. It includes all activities Involved in transformation of savings into
investment.

3. E Gordon and K Natrajan, 2014

The financial service can also be called financial intermediation. It is a process by which
funds Are mobilized from a large number of savers and make them available to all these
who are in Need of it, particularly to corporate customers. The financial intermediaries can
be classified as
 (1) Capital market intermediaries and (2) Money market intermediaries. The capital
market intermediaries include term lending institution which provides long term
finance. The money
Market intermediaries include banks and other agencies which mainly provide short
term
Finance. Financial services cover a wide range of activities which can be classified
into two
Broad categories namely (1) Traditional activities (2) Modern activities. These activities
can be
Further be classified as (1) Fund based activities and non fund based activities. Banks are
key Financial intermediaries that serve the middle man in the transfer of fund from savers
to those intermediaries include term lending institution which provides long term finance.
The money market intermediaries include banks and other agencies which mainly provide
short term finance. Financial services cover a wide range of activities which can be
classified into two broad categories namely (1) Traditional activities (2) Modern activities.
These activities can be further be classified as (1) Fund based activities and non fund based
activities. Banks are key financial intermediaries that serve the middle man in the transfer
of fund from savers to those who invest in real assets as house, equipment and factories.

4. Cheenu Goel, Chitwan Bhutani Rekhi, July, 2013

The commercial banking system provides a large portion of the medium of exchange of
a given Country and is the primary instruments through which monetary policy is
implemented. Commercial banks make the productive utilization of idle finds and thus
assist the society to Produce wealth. Berry, Kehoe and Lindgreen’s study (1980)
revealed that the most frustrating Aspects of bank marketing were lack of management
support, lack of interdepartmental co- operation, crisis management and government
intrusion. It shows that during the earlier period There was not much focus on
marketing of financial services. There was hardly any marketing Done by banks but
after 1991 there are tremendous changes in the banking sector in India Competition
among banks emerged due to entry of private sector banks and foreign banks.

5. Sangeeta Arora, 2005.

The reforms in the financial sector and consequent reforms in the Indian Banking
sector have led To setting up of new private sector banks on one hand and greater
freedom to foreign sector Banks on the other hand. Thus, resulting into the
competitive environment for the banking sector. The banks are adapting various
new financial services to meet the diverse needs of the Customers. Marketing plays a
very important role in promoting the services in the right way to The bank
customers because of cut throat competition. The satisfaction level of public sector
 Bank customers is much less than to the customers of private sector and foreign
sector banks Providing their services to the customers.

6. Laila Dias, 2013

Marketing is the management process that identifies, anticipates and satisfies

customer Requirements profitably. – The Chartered Institution of Marketing.
Marketing of financial services is common in all countries of the world. However the
nature of The economy differs in some respect depending upon whether it is socialist
economy or capitalist Economy or mixed economy. A socialist economy is highly
regulated economy as the means of Production are owned by the government, e.g.
China. In capitalist economy there is much Freedom as the means of production are
owned by private individuals. It is based on the free play Of market forces demand
and supply, e.g. USA. In a mixed economy the means of production are Partly
owned by the individuals and partly by the government e.g. India. The UK is both
the leading global financial services center and the single management
Internationally focused financial place in the world. Financial services in UK
include commercial And investment banking, insurance, fund management,
securities dealing, venture capital and Derivative trading. Also include stock and
derivative exchanges, insurance broking, stock Broking, regulation clearing and
settlement.

7. V.A. Avadhani 2013

Banks face serious problems in marketing of financial services especially among the
rural poor. The high transaction cost, geographically distant banking infrastructure
and poor communication Facilities are the problems in marketing of financial
services. Technology can help to overcome This problem.

8. K G Karmakar, 2009

The electronic banking allows customer to conduct banking activities through

internet. The Internet banking offers many benefits to banks and customers. The
main benefits to banks are Cost effects, reaching new segments of population,
efficiency, enhancement of the bank’s Reputation and better customer service and
satisfaction.

9. Ms. Fozia, 2013

Maya Lohani and K K Shukla in their research study Comparative study of
customer perception Towards services provided by Public sector and private sector
bank International Journal of Engineering and Management science (2011) (ISSN
2229 – 600 X) found that the perceived Quality of services provided by private
sector bank (ICICI) is better than public sector bank (Bank of Baroda). It was
 evident that though public sector banks have strong presence in the Market but they
face stiff competition from private sector banks in the range and quality of Services
offered. Information technology adds to the relationship marketing and efficient
performance of the task.

10. Dr. Parag Pateria, 2015

These include customizing services, promotion and pricing to customer’s

requirements, co- coordinating the delivery of services, providing two way
communication, minimizing service With added valves etc. The process of
relationship development involves getting new customers And making them to more
to the higher ladder of loyalty. Relationship marketing is a continuous Process in
bank’s marketing of services. Customers leave the bank due to various reasons such
as Price, product, service, market, technology, organization etc. Banks marketing
programme Involve a large number of marketing strategies which include target
customer groups, Development of suitable marketing mix and management and
administration.

11. Hooman Estelami, 2012

It provides a successful framework of marketing practices for advertising,

distributing and Pricing financial products and services. Advertising is an
important tool of marketing of services So also pricing customers are attracted
because of advertising and customer may be defected Because of pricing or service
quality.

12. Jillian Farquhar and Arthur Median, 2010

It focused on marketing strategies to win and retain B2B and B2C customers in the
field of Financial service sectors like banks, insurance companies, investment trusts
and stock exchanges.

13. Christine Ennew, Trevor Watkins and Mike Wright, 2011

It covered the changing environment of the UK financial service sector over the last 20
years. Earlier market was characterized by functional demarcation and regulatory
restrictions resulting In less competition. This situation has changed today due to
deregulation, advancing technology And the impact of globalization, creating stiff
competition within the financial services market Which in turn has affected the structure
and operation of firms within the industry. Marketing is basically concerned with
supplying of products and services which consumers want For their satisfaction and use.
Marketing can be successful if marketers understand the needs of The customers and know
the motives of consumer decision makings. Thus bankers should Understand consumer
 buying behaviour and make suitable strategies to satisfy customer. The Marketing mix
includes product, price, promotion and place. The marketing mix provides a Bridge
between marketing strategy and marketing tactics. Banks were traditionally in the
Business of banking but today they are in the ‘business of financial services’ with much
wider Focus on consumer needs and marketing strategies. Indian economy is gradually
moving from product dominated economy to service dominated Economy. Today service
sector contributes maximum to India’s national income. In service Sector people are the
key factor in service delivery as services cannot be delivered by machines. Thus the need of
market services internally is to make sure that the service provider have through
Understanding of the customer’s needs and expectations from the services. Thus internal
Marketing makes sure that the gap between customer expectations and the actual delivery
of Service is minimum.

14. Kapoor, Paul, Haldar, 2011

‘Public relations’ is one important tool of service marketing. It is the art of projecting the
image Of the organization to its employees, its customers and public. Public relations in
banks reflect The objectives and interest of banks. The task of public relation is also to
create banking Awareness among the masses and to remove the negative perception of the
bank in the eyes of The public. Redressal of complaint is one of the responsibilities of
public relation department.

15. Vasant Desai, 2013

In marketing of services quality plays an important role. Service quality is a measure of
how well The service delivered matches customer expectations. Excellent service quality
is consistently Meeting or exceeding customer expectations. There are performance,
features, reliability, Conformance, durability, serviceability, aesthetics, perceived
quality.

16. Gaurav Gupta & Anuj Gupta, December’ 2012

The financial services industry in India has changed drastically. Banking which has
been Originated from temples and royal places, centers have offered a security of
deposits of people Wealth. There has been huge transformation in the field of banking
from Babylonians, to Egypt, To Greece, to Romans and finally Italy grew with banking.
In India, the scenario was little Different with the transformation taking place from
Vedic period to Zaminidari system to Ryotwari system to Shroff’s to Mughal’s, finally
making way out for english traders to set up Indigenous bankers. The banks namely
Bank of Calcutta, Bank of Madras and Bank of Bombay Were established. These banks
were amalgamated to become Imperial Bank of India which was Later referred as SBI.

17. Amruth Raj Nippatlapalli, Nov – Dec 2013

Customer satisfaction is one of the most imperative ingredients of marketing.

Marketing acts as a Tool to measure how products and services are offered to them is as
per their requirement or not. Also, with the help of customer’s satisfaction, the
company can identify the level whether it was Able to surpass customer’s expectation.
Banking in India originated in the last decade of the 18thCentury. It has grown from
time to time and from point to point. Financial Services are an Important tool that uses
the different instruments to justify the need for companies in the market.These needs
are fulfilled by the Banking industry thereby connecting the savers to the users. The
Data was collected and has been found for long that Marketing of Financial Services
plays a very Important role in the success or failure of the business which leads to
customer

17. Sunny Fernandes, 2014

Marketing is a process of identifying customer needs and making provisions for the
satisfaction Of their needs and make profit once customer needs are identified then the
issue is what process Should be used to satisfy customer needs and how to establish the
relationship between customer And marketers. The marketing process includes
activities such as: Defining business objectives And identifying customer segment,
Determining, selecting and Implementing Marketing mix, Market Success.