International Journal on Customer Relations

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study of Comparison of Private and Public Sector Banks Regarding Various Aspects of Relationship Marketing


Affiliations
1 YMCAUST, Faridabad, Haryana, India
2 Lingaya’s University, Faridabad, Haryana, India
     

   Subscribe/Renew Journal


In today’s competitive world, it has become mandatory to maintain the relationship not only with customers but also with other stakeholders. After liberalisation, privatisation, and globalisation, private banks are giving tough competition to public sector banks. The present paper compares the public sector and private sector banks in various aspects of relationship marketing. For the same purpose, 23 variables have been taken. The mean and standard deviation have been calculated. The data has been collected through the chosen employees of the different banks. The area chosen for the study is national capital region (NCR). Independent t-test has been used for comparing the banks. It has been observed that there is a significant difference between private sector and public sector banks. The performance of private sector banks has been found to be better in every aspect studied.

Keywords

Relationship Marketing Strategies, Private Sector Banks, Public Sector Banks, Customer Relationship Management.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Agrawal, R., MattaMittu G., & Madan, R. (2014). Relationship marketing in Indian banking sector: A review in ZIJBEMR, 4(6), 181-188.

  • Balakrishnan, H., & Krishnaveni, R. (2014) The SIJ Transactions on Industrial, Financial & Business Management (IFBM), 2, 15-20.

  • Caemmerer, B., & Dewar, A. (2013). A comparison of private and public sector performance. The Journal of Applied Business Research, 29(5), 1451-1458.

  • Chimote, N. K., & Srivastava, A. (2011). A Study on the effectiveness of Relationship Marketing practices with existing customers in banking industry. Romanian Journal of Marketing, (4), 42.

  • Cokins, G. (2002). Measuring customer value: How BPM supports better marketing decisions. Business Performance Management, 13-18.

  • Cooper, M., Upton, N., & Seaman, S. (2005). Customer relationship management: A comparative analysis of family and nonfamily business practices. Journal of Small BusinessManagement, 43(3), 242-256.

  • Daffy, C. (1999). Once a customer, always a customer. New Delhi: HarperCollins.

  • Das, S. K. (2012). Customer relationship management in banking sector: A comparative study of SBI and other nationalized commercial banks in India. ArthPrabhand: A Journal of Economics and Management, 1(6), 68-82.

  • Das, K., Parmar, J., & Sadanand, V. K. (2009). Customer Relationship Management (CRM) best practices and customer loyalty: A study of Indian retail banking sector. European Journal of Social Sciences, 11(1), 61-85.

  • Gill, H. S., & Arora, S. (2013). A study of customer satisfaction: Comparison of public and private banks. Pacific Business Review, 6(6),74-79.

  • Gronroos, C. (2006). On defining marketing: Finding a new roadmap for marketing. Marketing Theory, 6(4), 395-417.

  • Gronroos, C. (2009). Marketing as promise management: Regaining customer management for marketing. Journal of Business & Industrial Marketing, 24(5/6), 351-359.

  • Gronroos, C. (1999). Relationship marketing: Challenges for organization. Journal of Business Research, 46, 327-335.

  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. (2010). Multivariate data analysis (7th Ed.). Pearson.

  • Haq, W., & Muhammad, B. (2013). Customer Satisfaction: A Comparison of Public and Private Banks of Pakistan. In: Xu J., Yasinzai M., Lev B. (eds) Proceedings of the Sixth International Conference on Management Science and Engineering Management, 185. Springer, London.

  • Hiebeler, R., Kelly, T. B., & Ketteman, C. (1998). Best practices: Building your business with customer-focused solutions. New Delhi: Simon & Schuster.

  • Madan, R., Agrawal, R., & Matta, M. G. (2015). Relationship marketing in banking sector: A review. International Journal of BRIC Business Research, 4(4), 1-10.

  • Madan, R., Agrawal, R., & Matta, M. G. (2012). Service quality in banking sector with special reference to Haryana. International Journal of Business Economics & Management Research, Zenith, 2(11), 155-165.

  • Mittal, A. (2008). Relationship marketing - A perspective of public and private bank managers. Amity Management Analyst, 2(2), 63-71.

  • Puthukulangara, M. D., & Moses, D. R. (2014). A comparative study on consumer perception of CRM initiatives of public and private sector banks in Thrissur District, Kerela. International Journal of Research in Engineering and Technology, 3(7).

  • Rajshekhar, V., & Dash, M. (2012). A Comparison of Relationship Marketing in Public and Private Sector Banks in India. Available at SSRN: https://ssrn.com/abstract=2190064 or http://dx.doi.org/10.2139/ssrn.2190064

  • Siddique, N., & Khandakar, S. A. (2007). Comparison of services of public, private and foreign hospitals from the perspective of Bangladeshi patients. Journal of Health, Population and Nutrition, 25(2).

  • Sin, L. Y., Tse, A. C., & Yim, F. H. (2005). CRM: Conceptualization and scale development. European Journal of Marketing, 39(11/12), 1264-1290.


Abstract Views: 501

PDF Views: 0




  • A Study of Comparison of Private and Public Sector Banks Regarding Various Aspects of Relationship Marketing

Abstract Views: 501  |  PDF Views: 0

Authors

Rupali Madan
YMCAUST, Faridabad, Haryana, India
Rachna Agrawal
YMCAUST, Faridabad, Haryana, India
Mitu G. Matta
Lingaya’s University, Faridabad, Haryana, India

Abstract


In today’s competitive world, it has become mandatory to maintain the relationship not only with customers but also with other stakeholders. After liberalisation, privatisation, and globalisation, private banks are giving tough competition to public sector banks. The present paper compares the public sector and private sector banks in various aspects of relationship marketing. For the same purpose, 23 variables have been taken. The mean and standard deviation have been calculated. The data has been collected through the chosen employees of the different banks. The area chosen for the study is national capital region (NCR). Independent t-test has been used for comparing the banks. It has been observed that there is a significant difference between private sector and public sector banks. The performance of private sector banks has been found to be better in every aspect studied.

Keywords


Relationship Marketing Strategies, Private Sector Banks, Public Sector Banks, Customer Relationship Management.

References