Volume : 5, Issue : 5, May - 2016

A comparative study on the customer perception on the VALUE being delivered by the public and private sector banks based on redefined marketing mix.

Mr. Manoj. D. Puthukulangara, Dr. R. Moses Daniel

Abstract :

<p>&nbsp;Ever since the independence the Indian banking sector has taken a pivotal role in ensuring the financial stability and growth of various sectors as well as the in the economic growth of the nation.. The introduction of Liberalization, Privatization and Globalization of Indian economy by early 1990&rsquo;s was yet another major step in inging revolutionary changes in the banking sector. It is in this context the strategies introduced by banks are more important in creating a better VALUE feel among the customers and thus to ensure profitability. The redefined marketing mix or the SAVE model which is more customer centric is the basis of this study. Here a study is carried out to have a detailed understanding on the customer perception of various marketing strategies initiated in the banking sector to create a better value to the customers.</p>