Marketing Strategies of Commercial Banks in India with Reference to Alternate Delivery Channels - Part I - Public Sector Bank's Edge

Abstract

Bank marketing is the aggregate of functions directed at providing services to satisfy customers’ financial needs and wants more effectively and efficiently than the competitors keeping in view the organizational objectives of the bank. Public sector banks have a huge potential of experienced Human Resource and wide network spread all over India.

It is revealed by the research that it is more the perception which is causing concern than the potential of PSBs .

Public Sector banks, almost in all spheres of operations are having at par technogy with peers.

Optimum utilisation of technolgy is the theme of the problem.

They should take immediate action in initiating system of sending in one lot the full package of account related information like debit card, internet banking ID and other related product to attract new and younger generation customers and retain its old clientele & work on improving the brand image on the security concern.

Keywords: Commercial banks in India, nationalised banks, private sector banks, marketing, strategy, price determination, driving factors for e-delivery channels