Title:
Marketing Strategies of Public Sector Banks and Cooperative Banks in Manipur
Author:
Nambram Amulkumar
Language:
English
ISBN: 978-81-939495-9-7
About
the Book:
Economic
liberalization, privatization and globalization have made a radical
transformation in the banking scenario in terms of competition, technological
advancement and innovation. Due to this competition, bankers have been
compelled to innovate new strategies of marketing. To successfully leverage
service quality as a competitive tool, they first need to correctly identify
the antecedents of what the consumer perceives as service quality. This book
aims to assess and compare the different types of marketing strategies
practiced by SBI and IUCB in the state of Manipur.
Marketing
strategies of the banks was analysed from the perspectives of the elements of
service marketing i.e. product, price, promotion, place, people, process and
physical evidence. At the same time, customer service quality gap was analysed
by using SERVQUAL model. Statistical methods, such as mean, standard deviation,
t-test, F-test, and factor analysis, were then employed to answer the research
questions.
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