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September2011IJMT Volume 1, Issue 4 ISSN: 2249-1058__________________________________________________________TitleAN ANALYTICAL STUDY OF MARKETING OFBANKING SERVICES OF SBI AND HDFC BANK INBORIVALI SUBURB, MUMBAIAuthor(s)Dr. M. N. SONDGEAssociate Prof & Head,UG/PG Deptt. Of Commerce &ManagementDnyanopasak Arts, Com. and Sci. CollegeParbhaniProf. T. B. GadhaveLecturer in CommereceSydenham College of Commerce andEconomics,Churchgate, Mumbai – 400 020.A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial DirectoriesIndexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage as well as in Cabell’s Directories of Publishing Opportunities, U.S.A.International Journal of Marketing and Technologyhttp://www.ijmra.us22
SeptemberIJMT Volume 1, Issue 4 ISSN: 2249-10582011__________________________________________________________ABSTRACT:In banking, marketing and quality of customer service holds primary significance tosustain the business growth. An appropriate marketing strategy or promotion mix can be used notonly for marketing and to attract customers, but also to hold them by creating brand loyalty andtrust. It may be in different or various ways like a advertisement, a sales campaign, melas andfairs ,word of mouth, personal interaction, direct mailing to customers etc. The main aim or goalof marketing is to persuade the customer to buy its products in preference to other similarproducts available in the market. Earlier banking was concerned only with traditional servicesand activities. But at present banking is catering entire requirement of individual customer and isemerging as potential sector for the consistent growth of business and commercial industries.Customer relation and retention is priority of the banks. In the present study, an attempt is madeto study the quality of service provided by the SBI and HDFC bank. The main aim of thisresearch paper is to assess and re-asses how banks are marketing their products and services andhow customers capture and perceive bank services, what are the emerging customersrequirements and expectations, and to study customer satisfaction level with banking servicesprovided by the SBI and HDFC Bank. The researcher has taken a sample of 340 respondentsfrom SBI and HDFC Bank in Borivali region and has conducted responses about marketingstrategies of these banks through questionnaire method. The data so collected have beentabulated and analyzed to arrive at conclusion on the above topic. The research concluded thatSBI provides better services to their customers than HDFC Bank. The customers of SBI are moresatisfied with traditional banking services and Bank Accounts as compared to HDFC Bankwhereas customers of HDFC Bank are more satisfied with innovative technology based counterservices, ancillary services, single window services provided by the bank.Key words: SBI and HDFC Bank, customer satisfaction, post-reform, percent, ranks, chi squaretest.A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial DirectoriesIndexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage as well as in Cabell’s Directories of Publishing Opportunities, U.S.A.International Journal of Marketing and Technologyhttp://www.ijmra.us23
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