A Customer Centric Indian Banking System: An Assessment of Marketing Strategies & their Impact on Quality of Service in Public & Private Sector Banks

The banking system in any country has a pivotal role to play in the progress of its trade, commerce and economy. It is not possible to think of modern society’s survival without an appropriate and reliable banking system. Like any other segment of marketing, banks also face tremendous challenges while marketing their services in the cut throat marketing world. The challenges are further intensified ever since the inception of private banks in India, in particular, and worldwide, in general. All the banks, in public sector as well as private sector, try to snatch away each other’s share by adapting to innovative marketing strategies, technological upgrades and making their policies more and more customer centric